The heterogeneous effect of WOM on product sales : why the effect of WOM valence is mixed?
Joonhyuk Yang, Wonjoon Kim and Naveen Amblee; Jaeseung Jeong
| Year of publication: |
2012
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|---|---|
| Authors: | Yang, Joonhyuk ; Kim, Wonjoon ; Amblee, Naveen ; Jeong, Jaeseung |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 46.2012, 11/12, p. 1523-1538
|
| Subject: | Virales Marketing | Viral marketing | Werbewirkung | Advertising effects | Absatz | Sales | Film | Filmwirtschaft | Film industry | Südkorea | South Korea |
| 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/10009678597