Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Koen Pauwels, Zeynep Aksehirli, Andrew Lackman
| Year of publication: |
September 2016
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| Authors: | Pauwels, Koen ; Aksehirli, Zeynep ; Lackman, Andrew |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 33.2016, 3, p. 639-655
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| Subject: | Marketing effectiveness | Word-of-mouth | Brand versus advertising content | Observational learning | Social media | Time series analysis | Social Web | Social web | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Markenartikel | Brand | Markenführung | Brand management | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Werbung | Advertising | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2016.01.005 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011597014