Not all digital word of mouth is created equal : understanding the respective impact of consumer reviews and microblogs on new product success
André Marchand, Thorsten Hennig-Thurau, Caroline Wiertz
| Year of publication: |
June 2017
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|---|---|
| Authors: | Marchand, André ; Hennig-Thurau, Thorsten ; Wiertz, Caroline |
| 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. 34.2017, 2, p. 336-354
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| Subject: | WOM | Social media | Consumer decision making | Video games | Social Web | Social web | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Computerspiel | Video game | Produktentwicklung | New product development | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2016.09.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011734858