Effects of word-of-mouth versus traditional marketing : findings from an Internet social networking site
Year of publication: |
2009
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Authors: | Trusov, Michael ; Bucklin, Randolph E. ; Pauwels, Koen |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 73.2009, 5, p. 90-102
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Subject: | Internet | Soziales Netzwerk | Social network | Virales Marketing | Viral marketing | VAR-Modell | VAR model |
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