Interpersonal trust and platform credibility in a Chinese multibrand online community : effects on brand variety seeking and time spent
Kineta Hung, Stella Yiyan Li, and David K. Tse
| Year of publication: |
2011
|
|---|---|
| Authors: | Hung, Kineta ; Li, Stella Yiyan ; Tse, David K. |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 40.2011, 3, p. 99-112
|
| Subject: | Social Web | Social web | Online-Marketing | Internet marketing | Vertrauen | Confidence | Glaubwürdigkeit | Credibility | Konsumentenverhalten | Consumer behaviour | China |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009302697