Social media, influencers, and adoption of an eco-friendly product : field experiment evidence from rural China
Year of publication: |
2021
|
---|---|
Authors: | Zhang, Wanqing ; Chintagunta, Pradeep K. ; Kalwani, Manohar U. |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 85.2021, 3, p. 10-27
|
Subject: | eco-friendly | emerging markets | field experiment | innovation adoption | mobile marketing | social media | sustainability | Social Web | Social web | China | Innovationsakzeptanz | Innovation adoption | Feldforschung | Field research | Experiment | Online-Marketing | Internet marketing |
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