Participation vs. effectiveness in sponsored tweet campaigns : a quality-quantity conundrum
Jing Peng, Christophe Van den Bulte
| Year of publication: |
2024
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|---|---|
| Authors: | Peng, Jing ; Van Den Bulte, Christophe |
| Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md. : INFORMS, ISSN 1526-5501, ZDB-ID 2023019-9. - Vol. 70.2024, 11, p. 7961-7983
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| Subject: | adverse selection | paid endorsement | sponsored tweets | targeting | viral marketing | Adverse Selektion | Adverse selection | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Social Web | Social web | Sponsoring | Sponsorship | Zielgruppe | Target group |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mnsc.2019.01897 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015145027