Predicting user response behaviour towards social media advertising and e-WoM antecedents
Meghna Rana and Nilesh Arora
| Year of publication: |
2022
|
|---|---|
| Authors: | Rana, Meghna ; Arora, Nilesh |
| Published in: |
Review of marketing science. - Berlin : De Gruyter, ISSN 1546-5616, ZDB-ID 2130373-3. - Vol. 20.2022, 1, p. 83-112
|
| Subject: | brand congruence | e-WoM | purchase intention | SNS | social influence | social media advertising | social networking sites | word of mouth | Social Web | Social web | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1515/roms-2022-0006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013447851