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Deciphering word-of-mouth marketing campaign reach : everyday conversation versus institutionalized word of mouth
Groeger, Lars; Buttle, Francis A. - In: Journal of advertising research 56 (2016) 4, pp. 368-384
Persistent link: https://www.econbiz.de/10011628614
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The power of evil : the damage of negative social media strongly outweigh positive contributions
Corstjens, Marcel; Umblijs, Andris - In: Journal of advertising research 52 (2012) 4, pp. 433-449
Persistent link: https://www.econbiz.de/10009710180
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Measuring Facebook's impact on marketing : the proverbial hits the fans
LaPointe, Pat - In: Journal of advertising research 52 (2012) 3, pp. 286-287
Persistent link: https://www.econbiz.de/10009663652
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Digital word of mouth and its offline amplification : a holistic approach to leveraging and amplifying all forms of WOM
Fulgoni, Gian M.; Lipsman, Andrew - In: Journal of advertising research 55 (2015) 1, pp. 18-21
Persistent link: https://www.econbiz.de/10010520799
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Who "likes" you ... and why? : a typology of Facebook Fans ; from "Fan"-atics and self-expressives to utilitarians and authentics
Wallace, Elaine; Buil, Isabel; De Chernatony, Leslie; … - In: Journal of advertising research 54 (2014) 1, pp. 92-109
Persistent link: https://www.econbiz.de/10010354560
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Money talks ... to online opinion leaders : what motivates opinion leaders to make social-network referrals?
Shi, Mengze; Wojnicki, Andrea C. - In: Journal of advertising research 54 (2014) 1, pp. 81-91
Persistent link: https://www.econbiz.de/10010354582
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Advertisements just aren't advertisements anymore : a new typology for evolving forms of online "advertising"
Campbell, Colin; Cohen, Justin; Ma, Junzhao - In: Journal of advertising research 54 (2014) 1, pp. 7-10
Persistent link: https://www.econbiz.de/10010354606
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When do advertising parodies hurt? : the power of humor and credibility in viral spoof advertisements
Sabri, Ouidade; Michel, Géraldine - In: Journal of advertising research 54 (2014) 2, pp. 233-247
Persistent link: https://www.econbiz.de/10010383777
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Consumer moments of truth in the digital context : how "search" and "e-word of mouth" can fuel consumer decision making
Moran, Gillian; Muzellec, Laurent; Nolan, Eoghan - In: Journal of advertising research 54 (2014) 2, pp. 200-204
Persistent link: https://www.econbiz.de/10010383782
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The rock in the pond : how online buzz and offline WOM can make a strong message even more powerful
LaPointe, Pat - In: Journal of advertising research 51 (2011) 3, pp. 456-457
Persistent link: https://www.econbiz.de/10009383712