How to motivate opinion leaders to spread e-WoM on social media : monetary vs non-monetary incentives
Manuela López and Maria Sicilia and Peeter W.J. Verlegh
| Year of publication: |
2022
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|---|---|
| Authors: | López, Manuela ; Sicilia, Maria ; Verlegh, Peeter |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 16.2022, 1, p. 154-171
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| Subject: | Bloggers | Disclosure | E-WoM | Influencers | Monetary incentives | Non-monetary incentives | Opinion leaders | Social media | Social Web | Social web | Leistungsanreiz | Performance incentive | Anreiz | Incentives | Virales Marketing | Viral marketing | Motivation | Meinung | Opinion | Online-Marketing | Internet marketing | Prinzipal-Agent-Theorie | Agency theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-03-2020-0059 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012880175