Social dollars in online communities : the effect of product, user, and network characteristics

Eunho Park, Rishika Rishika, Ramkumar Janakiraman, Mark B. Houston, & Byungjoon Yoo

Year of publication:	January 2018
Authors:	Park, Eunho ; Rishika, Rishika ; Janakiraman, Ramkumar ; Houston, Mark B. ; Yoo, Byungjoon
Published in:	Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 82.2018, 1, p. 93-114
Subject:	social networks \| social contagion \| online communities \| massively multiplayer online role-playing games \| double-hurdle model \| Social Web \| Social web \| Soziales Netzwerk \| Social network \| Konsumentenverhalten \| Consumer behaviour \| Computerspiel \| Video game \| Virales Marketing \| Viral marketing \| Soziale Beziehungen \| Social relations

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