Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Year of publication: |
September 2016
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Authors: | Pauwels, Koen ; Aksehirli, Zeynep ; Lackman, Andrew |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 33.2016, 3, p. 639-655
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Subject: | Marketing effectiveness | Word-of-mouth | Brand versus advertising content | Observational learning | Social media | Time series analysis | Virales Marketing | Viral marketing | Social Web | Social web | Markenführung | Brand management | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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