Snowball to avalnache : understanding the different predictors of the intention to propagate online marketing messages
Hung-Chang Chiu; Anurag Pant; Yi-Ching Hiesh; Monle Lee; Yi-Ting Hsioa ...
Year of publication: |
2014
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Authors: | Chiu, Hung-chang ; Pant, Anurag ; Hiesh, Yi-ching ; Lee, Monle ; Hsioa, Yi-ting |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 48.2014, 7/8, p. 1255-1273
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Subject: | Word of mouth | Blog | Involvement | E-mail | Viral marketing | Virales Marketing | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | E-Mail | Social Web | Social web | Werbewirkung | Advertising effects |
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