Market mavens in social media : examining young Chinese consumers' viral marketing attitude, eWOM motive, and behavior
Year of publication: |
2013
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Authors: | Yang, Hongwei Chris |
Published in: |
Journal of Asia Pacific business. - Philadelphia, Pa. : Routledge, Taylor & Francis Group, ISSN 1059-9231, ZDB-ID 1305579-3. - Vol. 14.2013, 2, p. 154-178
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Subject: | market mavenism | social media use | viral marketing | eWOM | young Chinese consumers | Social Web | Social web | Virales Marketing | Viral marketing | China | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
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