Examining biased assimilation of brand-related online reviews
Year of publication: |
November 2016
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Authors: | Mafael, Alexander ; Gottschalk, Sabrina Alexandra ; Kreis, Henning |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 36.2016, p. 91-106
|
Subject: | Biased assimilation | eWOM | Online reviews | Moderated mediation | Branding | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Online-Handel | Online retailing | Systematischer Fehler | Bias | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Soziale Integration | Social integration | Markenimage | Brand image |
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