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Incentivized reviews : promising the moon for a few stars
Petrescu, Maria; O'Leary, Kathleen Bay; Goldring, Deborah; … - In: Journal of retailing and consumer services 41 (2018), pp. 288-295
Persistent link: https://www.econbiz.de/10011808602
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Why is social network site advertising ineffective? : seeking answers using a holistic theoretical framework, multi-platform approach
Korgaonkar, Pradeep; Becerra, Enrique; Londoño, Juan Carlos - In: Journal of promotion management : innovations in … 30 (2024) 2, pp. 157-186
Persistent link: https://www.econbiz.de/10014447593
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Reciprocal influences and effects of viral NWOM campaigns in social media
Petrescu, Maria; Mangleburg, Tamara; Ben Mrad, Selima; … - In: Journal of marketing communications 26 (2020) 7, pp. 685-702
Persistent link: https://www.econbiz.de/10012314010
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Viral advertising : a field experiment on viral intentions and purchase intentions
Petrescu, Maria; Korgaonkar, Pradeep; Gironda, John - In: Journal of internet commerce 14 (2015) 3, pp. 384-405
Persistent link: https://www.econbiz.de/10011432438
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Hispanics and viral advertising
Korgaonkar, Pradeep; Petrescu, Maria; Gironda, John - In: Journal of retailing and consumer services 32 (2016), pp. 46-59
Persistent link: https://www.econbiz.de/10011556612
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Viral advertising : definitional review and synthesis
Petrescu, Maria; Korgaonkar, Pradeep - In: Journal of internet commerce 10 (2011) 1/4, pp. 208-226
Persistent link: https://www.econbiz.de/10009485810