Competitive spillover elasticities of electronic word of mouth : an application to the soft drink industry
Joaquin Sanchez, Carmen Abril, Michael Haenlein
| Year of publication: |
2020
|
|---|---|
| Authors: | Sanchez, Joaquin ; Abril Barrie, Carmen ; Haenlein, Michael |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 48.2020, 2, p. 270-287
|
| Subject: | Word of mouth | WOM | Electronic word of mouth | eWOM | Twitter | FMCG | Soft drinks | Dynamic factorial analysis | Competition | Spillover | Diagnosticity | Marketing mix | Virales Marketing | Viral marketing | Social Web | Social web | Spillover-Effekt | Spillover effect | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-019-00683-5 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012290950