The effect of online and offline word-of-mouth on new product diffusion
Year of publication: |
2014
|
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Authors: | Huang, Liqiang ; Zhang, Jie ; Liu, Hefu ; Liang, Liang |
Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 22.2014, 2, p. 177-189
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Subject: | product diffusion | communication channel | word-of-mouth | peak adoption time | Virales Marketing | Viral marketing | Innovationsdiffusion | Innovation diffusion | Vertriebsweg | Distribution channel | Konsumentenverhalten | Consumer behaviour | Produktentwicklung | New product development |
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