Word of mouse vs word of influencer? : an experimental investigation into the consumers' preferred source of online information
Raja Ahmed Jamil and Abdul Qayyum
| Year of publication: |
2022
|
|---|---|
| Authors: | Jamil, Raja Ahmed ; Qayyum, Abdul |
| Published in: |
Management research review. - Bingley : Emerald, ISSN 2040-8277, ZDB-ID 2538372-3. - Vol. 45.2022, 2, p. 173-197
|
| Subject: | Experimental design | Information language | Marketing management | Purchase decision | Skepticism toward online information | Word of mouse | YouTube influencer | Konsumentenverhalten | Consumer behaviour | Experiment | Virales Marketing | Viral marketing | Informationsverhalten | Information behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MRR-03-2021-0184 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012880663