Customer-to-customer communication : referral of high and low involvement products through stimulated word-of-mouth
Bettina Bifkovics, Erzsébet Malota, Luciana N. Faria and Luis F. Martinez
| Year of publication: |
2024
|
|---|---|
| Authors: | Bifkovics, Bettina ; Malota, Erzsébet ; Faria, Luciana N. ; Martinez, Luis F. |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 30.2024, 2, p. 204-226
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| Subject: | consumer decision journey | customer-to-customer communication | product involvement | referral reward programs | word-of-mouth | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Kommunikation | Communication | Beziehungsmarketing | Relationship marketing |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2023.2253235 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014447610