Online persuasion : how the written word drives WOM ; evidence from consumer-generated product reviews
Year of publication: |
2011
|
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Authors: | Li, Jin |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 51.2011, 1, p. 239-257
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Subject: | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | USA | United States | Online-Marketing | Internet marketing | Social Web | Social web | Virales Marketing | Viral marketing |
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