Leveraging O2O commerce for product promotion : an empirical investigation in mainland China
Chee Wei Phang, Chuan-Hoo Tan, Juliana Sutanto, Fabio Magagna and Xianghua Lu
| Year of publication: |
2014
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|---|---|
| Authors: | Phang, Chee Wei ; Tan, Chuan-Hoo ; Sutanto, Juliana ; Magagna, Fabio ; Lu, Xianghua |
| Published in: |
IEEE transactions on engineering management : EM. - New York, NY : IEEE, ISSN 0018-9391, ZDB-ID 160438-7. - Vol. 61.2014, 4, p. 623-632
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| Subject: | Banner advert | China | digital coupon | O2O commerce | social media | Social Web | Social web | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Electronic Commerce | E-commerce | Online-Handel | Online retailing | Verkaufsförderung | Sales promotion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010461252