Luxury is what you say : analyzing electronic word-of-mouth marketing of luxury products using artificial intelligence and machine learning
Yusuf Oc, Kirk Plangger, Sean Sands, Colin L. Campbell, Leyland Pitt
| Year of publication: |
2023
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|---|---|
| Authors: | Oc, Yusuf ; Plangger, Kirk ; Sands, Sean ; Campbell, Colin L. ; Pitt, Leyland F. |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 40.2023, 9, p. 1704-1719
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| Subject: | automatic text and image analysis | brand luxuriousness | luxury marketing communications | machine learning and artificial intelligence (AI) | nature of electronic word-of-mouth (eWOM) | social media video advertising | YouTube | Künstliche Intelligenz | Artificial intelligence | Social Web | Social web | Luxusgüter | Luxury goods | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Marketing | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21831 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014338319