Customers create customers! : assessing the role of perceived personalization, online advertising engagement and online users' modes in generating positive e-WOM
Uzma Noor, Mahnaz Mansoor and Amjad Shamim
| Year of publication: |
2024
|
|---|---|
| Authors: | Noor, Uzma ; Mansoor, Mahnaz ; Shamim, Amjad |
| Subject: | Modes | Online advertising engagement | Perceived personalization | Positive electronic word of mouth | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Online-Handel | Online retailing | Personalisierung | Personalization | Werbewirkung | Advertising effects | Kundenintegration | Customer integration | Electronic Commerce | E-commerce |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJBA-11-2021-0569 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10014514454