An empirical study of word-of-mouth generation and consumption
Sha Yang; Mantian (Mandy) Hu; Russell S. Winer; Henry Assael; Xiaohong Chen
| Year of publication: |
2012
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|---|---|
| Authors: | Yang, Sha ; Hu, Mantian Mandy ; Winer, Russell S. ; Assael, Henry ; Chen, Xiaohong |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 31.2012, 6, p. 952-963
|
| Subject: | word-of-mouth | communication | discrete-choice model | probit model | finite mixture model | Virales Marketing | Viral marketing | Theorie | Theory | Probit-Modell | Probit model | Konsumentenverhalten | Consumer behaviour | Diskrete Entscheidung | Discrete choice |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009702515