Does online word of mouth increase demand? (and how?) : evidence from a natural experiment
Year of publication: |
November-December 2017
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Authors: | Seiler, Stephan ; Yao, Song ; Wang, Wenbo |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 36.2017, 6, p. 838-861
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Subject: | microblogging | advertising | social media | word of mouth | natural experiment | Social Web | Social web | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour |
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