Social dollars in online communities : the effect of product, user, and network characteristics
Year of publication: |
January 2018
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Authors: | Park, Eunho ; Rishika, Rishika ; Janakiraman, Ramkumar ; Houston, Mark B. ; Yoo, Byungjoon |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 82.2018, 1, p. 93-114
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Subject: | social networks | social contagion | online communities | massively multiplayer online role-playing games | double-hurdle model | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Soziales Netzwerk | Social network | Soziale Beziehungen | Social relations | Computerspiel | Video game | Virales Marketing | Viral marketing |
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