Predicting user response behaviour towards social media advertising and e-WoM antecedents
Year of publication: |
2022
|
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Authors: | Rana, Meghna ; Arora, Nilesh |
Published in: |
Review of marketing science. - Berlin : De Gruyter, ISSN 1546-5616, ZDB-ID 2130373-3. - Vol. 20.2022, 1, p. 83-112
|
Subject: | brand congruence | e-WoM | purchase intention | SNS | social influence | social media advertising | social networking sites | word of mouth | Social Web | Social web | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Werbung | Advertising | Werbewirkung | Advertising effects | Markenimage | Brand image |
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