Why online word-of-mouth measures cannot predict brand outcomes offline : volume, sentiment, sharing, and influence metrics yield scant online-offline WOM correlations
Brad Fay, Rick Larkin
| Year of publication: |
June 2017
|
|---|---|
| Authors: | Fay, Brad ; Larkin, Rick |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 57.2017, 2, p. 132-143
|
| Subject: | Markenartikel | Brand | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2017-021 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011709366