Advertising strategy in the presence of reviews : an empirical analysis
Brett Hollenbeck, Sridhar Moorthy, Davide Proserpio
| Year of publication: |
2019
|
|---|---|
| Authors: | Hollenbeck, Brett ; Moorthy, Sridhar ; Proserpio, Davide |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 38.2019, 5, p. 793-811
|
| Subject: | advertising | online reviews | TripAdvisor | hotels | Werbung | Advertising | Hotellerie | Hotel industry | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Werbeplanung | Advertising planning | Personalisierung | Personalization | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2019.1180 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012120907