A typology of viral ad sharers using sentiment analysis
Kalpak K. Kulkarni, Arti D. Kalro, Dinesh Sharma, Piyush Sharma
| Year of publication: |
2020
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|---|---|
| Authors: | Kulkarni, Kalpak K. ; Kalro, Arti D. ; Sharma, Dinesh ; Sharma, Piyush |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 53.2020, p. 1-10
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| Subject: | Cognitive responses | Sentiment analysis | Thought-listing method | Typology | Viral advertising | Emotion | Virales Marketing | Viral marketing | Social Web | Social web | Kognition | Cognition | Werbung | Advertising | Klassifikation | Classification | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2019.01.008 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012171967