Advertising and word-of-mouth effects on pre-launch consumer interest and initial sales of experience products
Ho Kim & Dominique M. Hanssens
| Year of publication: |
February 2017
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| Authors: | Kim, Ho ; Hanssens, Dominique M. |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 37.2017, p. 57-74
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| Subject: | Pre-launch marketing | Pre-launch consumer interest | Advertising | Blogging | Online search | New experience products | Persistence modeling | Long-term effects | Konsumentenverhalten | Consumer behaviour | Werbung | Werbewirkung | Advertising effects | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2016.08.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011658346