How important is word of mouth? : development, validation, and application of a scale
Jan-Michael Becker, Franziska Völckner, and Henrik Sattler
| Year of publication: |
2024
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|---|---|
| Authors: | Becker, Jan-Michael ; Völckner, Franziska ; Sattler, Henrik |
| Published in: |
Journal of interactive marketing. - London : SAGE, ISSN 1520-6653, ZDB-ID 1501741-2. - Vol. 59.2024, 3, p. 273-293
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| Subject: | (electronic) word of mouth | social media | word-of-mouth relevance | cross-category research | word-of-mouth retransmission | consumer search | scale development | Virales Marketing | Viral marketing | Social Web | Social web | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/10949968231215362 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015158259