Does online word of mouth increase demand? (and how?) : evidence from a natural experiment

Stephan Seiler, Song Yao, Wenbo Wang

Year of publication:	November-December 2017
Authors:	Seiler, Stephan ; Yao, Song ; Wang, Wenbo
Published in:	Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 36.2017, 6, p. 838-861
Subject:	microblogging \| advertising \| social media \| word of mouth \| natural experiment \| Virales Marketing \| Viral marketing \| Social Web \| Social web \| Experiment \| Werbung \| Advertising \| Online-Marketing \| Internet marketing \| Konsumentenverhalten \| Consumer behaviour

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