How "social" are social media? : a cross-cultural comparison of online and offline purchase decision influences
Year of publication: |
2014
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Authors: | Goodrich, Kendall ; Mooij, Marieke K. de |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 20.2014, 1/2, p. 103-116
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Subject: | social media | online | purchase | culture | individualism | collectivism | word of mouth | Social Web | Social web | Virales Marketing | Viral marketing | Kollektivismus | Collectivism | Individualismus | Individualism | Kulturelle Identität | Cultural identity | Kaufentscheidung | Purchase decision | Konsumentenverhalten | Consumer behaviour |
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