The impact of social media peer communication on customer behaviour : evidence from Romania
Year of publication: |
2022
|
---|---|
Authors: | Anastasiei, Bogdan ; Dospinescu, Nicoleta ; Dospinescu, Octavian |
Published in: |
Argumenta oeconomica. - [Wrocław] : [Wrocław University of Economics], ZDB-ID 2892843-X. - Vol. 48.2022, 1, p. 247-264
|
Subject: | social media | word of mouth | emotional appeal | rational appeal | propensity to buy | Social Web | Social web | Rumänien | Romania | Virales Marketing | Viral marketing | Emotion | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Beziehungsmarketing | Relationship marketing | Online-Marketing | Internet marketing |
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