Beyond the targeted customer : spillover effect through social influence : consumers with weak ties are more effective targets in social advertising
Zhen-Zhen Wang, Zhihua Zhu, Xiaoke Xu, Naipeng Chao
| Year of publication: |
2023
|
|---|---|
| Authors: | Wang, Zhen-Zhen ; Zhu, Zhihua ; Xu, Xiaoke ; Chao, Naipeng |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 63.2023, 3, p. 221-235
|
| Subject: | Social advertising | social influence | spillover effect | weak tie | Spillover-Effekt | Spillover effect | Konsumentenverhalten | Consumer behaviour | Soziale Beziehungen | Social relations | Werbewirkung | Advertising effects | Zielgruppe | Target group | Social Web | Social web | Werbung | Advertising | Soziales Netzwerk | Social network |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2023-016 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014375169