Movie fit uncertainty and interplay between traditional advertising and social media marketing
Yinan Yu, Liangfei Qiu, Hailiang Chen, Benjamin Yen
| Year of publication: |
2023
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|---|---|
| Authors: | Yu, Yinan ; Qiu, Liangfei ; Chen, Hailiang ; Yen, Benjamin |
| Published in: |
Marketing letters : a journal of research in marketing. - New York, NY : Springer Science + Business Media B.V, ISSN 1573-059X, ZDB-ID 1478939-5. - Vol. 34.2023, 3, p. 429-448
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| Subject: | Complementarity | Media interplay | Motion picture industry | Product fit uncertainty | Social media marketing | Substitution | Filmwirtschaft | Film industry | Online-Marketing | Internet marketing | Social Web | Social web | Werbung | Advertising |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-023-09666-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014334060