Exploring effects of source similarity, message valence, and receiver regulatory focus on yelp review persuasiveness and purchase intentions
Iryna Pentina, Ainsworth Anthony Bailey and Lixuan Zhang
| Year of publication: |
March 2018
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|---|---|
| Authors: | Pentina, Iryna ; Bailey, Ainsworth Anthony ; Zhang, Lixuan |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 2, p. 125-145
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| Subject: | word-of-mouth communications | Yelp customer reviews | source similarity | message persuasiveness | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Kommunikation | Communication | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2015.1005115 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011852934