Not all digital word of mouth is created equal : understanding the respective impact of consumer reviews and microblogs on new product success
Year of publication: |
June 2017
|
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Authors: | Marchand, André ; Hennig-Thurau, Thorsten ; Wiertz, Caroline |
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. 34.2017, 2, p. 336-354
|
Subject: | WOM | Social media | Consumer decision making | Video games | Social Web | Social web | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Produktentwicklung | New product development | Computerspiel | Video game | Online-Marketing | Internet marketing |
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