The effectiveness of long tail marketing on consumer behaviour towards online streaming channels : a thematic approach
Greeshma Radhakrishnan, Rahul Ajayakumar and G. Sandhya
| Year of publication: |
2023
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|---|---|
| Authors: | Radhakrishnan, Greeshma ; Ajayakumar, Rahul ; Sandhya, G. |
| Published in: |
International journal of business innovation and research : IJBIR. - Genève [u.a.] : Inderscience Enterprises, ISSN 1751-0260, ZDB-ID 2436046-6. - Vol. 32.2023, 3, p. 390-409
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| Subject: | thematic analysis | long tail marketing | focus group methodology | online streaming channels and Indian consumers | Konsumentenverhalten | Consumer behaviour | Online-Handel | Online retailing | Indien | India | Vertriebsweg | Distribution channel | Electronic Commerce | E-commerce | Online-Marketing | Internet marketing | Internet | Nischenstrategie | Niche marketing strategy |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJBIR.2023.134889 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014439032