Reciprocal influences and effects of viral NWOM campaigns in social media
Year of publication: |
2020
|
---|---|
Authors: | Petrescu, Maria ; Mangleburg, Tamara ; Ben Mrad, Selima ; O'Leary, Kathleen Bay |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 26.2020, 7, p. 685-702
|
Subject: | consumer interest | Negative electronic word-of-mouth | services | social media | WOM | word-of-mouth | Social Web | Social web | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour |
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