Winning BOP consumers' vote using effective political marketing communications within their social networks
Subhojit Sengupta, Srabanti Mukherjee, Biplab Dattab and Abhinav Srivastava
| Year of publication: |
2023
|
|---|---|
| Authors: | Sengupta, Subhojit ; Mukherjee, Srabanti ; Dattab, Biplab ; Srivastava, Abhinav |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 29.2023, 8, p. 882-907
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| Subject: | Voting behaviour | Base of the Pyramid | perceived persuasion | social capital | social representation | Wahlverhalten | Sozialkapital | Social capital | Soziales Netzwerk | Social network | Konsumentenverhalten | Consumer behaviour | Social Web | Social web |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2022.2096098 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014529131