What products do people talk about and why? : how product characteristics and promotional giveaways shape word-of-mouth
Year of publication: |
2010
|
---|---|
Authors: | Berger, Jonah ; Schwartz, Eric |
Published in: |
MSI reports : working paper series. - Cambridge, Mass., ISSN 1545-505X, ZDB-ID 2127174-4. - 2010, 2, p. 47-95
|
Subject: | Werbeplanung | Advertising planning | Markenimage | Brand image | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Feldforschung | Field research |
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