Investigating the relationship between the content of online word of mouth, advertising, and brand performance
Year of publication: |
2014
|
---|---|
Authors: | Gopinath, Shyam ; Thomas, Jacquelyn S. ; Krishnamurthi, Lakshman |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 33.2014, 2, p. 241-258
|
Subject: | dynamic hierarchical model | endogeneity | online word of mouth | attributes | emotions | recommendations | advertising | Virales Marketing | Viral marketing | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Emotion | Online-Marketing | Internet marketing | Internet | Markenimage | Brand image |
-
Wang, Edward Shih-Tse, (2023)
-
Lovett, Mitchell J., (2019)
-
Garcia-Davalos, Alexander, (2023)
- More ...
-
The new influence of social media
Krishnamurthi, Lakshman, (2010)
-
Investigating the Role of Online WOM Content and Sender-Receiver Similarity in Social Learning
Gopinath, Shyam, (2022)
-
Chintagunta, Pradeep K., (2010)
- More ...