The effect of online and offline word-of-mouth on new product diffusion
Liqiang Huang, Jie Zhang, Hefu Liu and Liang Liang
| Year of publication: |
2014
|
|---|---|
| Authors: | Huang, Liqiang ; Zhang, Jie ; Liu, Hefu ; Liang, Liang |
| Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 22.2014, 2, p. 177-189
|
| Subject: | product diffusion | communication channel | word-of-mouth | peak adoption time | Virales Marketing | Viral marketing | Innovationsdiffusion | Innovation diffusion | Produktentwicklung | New product development | Vertriebsweg | Distribution channel | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010359555