Examining the effectiveness of WOM/eWOM communications across age-based cohorts : implications for political marketers
Year of publication: |
2017
|
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Authors: | Iyer, Pramod ; Yazdanparast, Atefeh ; Strutton, David |
Published in: |
The journal of consumer marketing. - Bingley : Emerald Publishing Limited, ISSN 0736-3761, ZDB-ID 630151-4. - Vol. 34.2017, 7, p. 646-663
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Subject: | Political marketing | e-WOM and WOM | Generational cohorts | Political marketing messages | Kohortenanalyse | Cohort analysis | Politik | Politics | Marketing | Nonprofit-Marketing | Nonprofit marketing | Altersgruppe | Age group | Politische Partei | Political party | Virales Marketing | Viral marketing | Kommunikation | Communication |
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