The word of mouth dynamic : how positive (and negative) WOM drives purchase probability : an analysis of interpersonal and non-interpersonal factors
Year of publication: |
2013
|
---|---|
Authors: | Vázquez Casielles, Rodolfo ; Suárez-Álvarez, Leticia ; Río-Lanza, Ana-Belén del |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 53.2013, 1, p. 43-60
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Subject: | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Soziale Beziehungen | Social relations | Kommunikation | Communication | Konsumgütermarketing | Consumer goods marketing | Dienstleistungsmarketing | Services marketing | Spanien | Spain |
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