Understanding consumer-to-consumer interactions in virtual communities : the salience of reciprocity
Year of publication: |
2010
|
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Authors: | Chan, Kimmy Wa ; Li, Stella Yiyan |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 63.2010, 9/10, p. 1033-1040
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Subject: | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing |
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