Examining the role of the marketing activity and eWOM in the movie diffusion: the decomposition perspective
Year of publication: |
2020
|
---|---|
Authors: | Zhang, Hailin ; Yuan, Xina ; Song, Tae Ho |
Published in: |
Electronic commerce research. - Dordrecht : Springer Science Business Media B.V., ISSN 1572-9362, ZDB-ID 2038488-9. - Vol. 20.2020, 3, p. 589-608
|
Subject: | Online reviews | eWOM | Box office | Advertising | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Filmwirtschaft | Film industry | Werbung |
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