eWOM across channels : comparing the impact of self-enhancement, positivity bias and vengeance on Facebook and Twitter
Year of publication: |
2019
|
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Authors: | Vargo, Chris J. ; Gangadharbatla, Harsha ; Hopp, Toby |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 8, p. 1153-1172
|
Subject: | computational social science | eWOM | Facebook | self enhancement | social media | social networking sites | Twitter | Social Web | Social web | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing |
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