The mind-set to share : an exploration of antecedents of narrowcasting versus broadcasting in digital advertising
Ilyoung Ju, Yi He, Qimei Chen, Wei He, Bin Shen, Sela Sar
| Year of publication: |
October-December 2017
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| Authors: | Ju, Ilyoung ; He, Yi ; Chen, Qimei ; He, Wei ; Shen, Bin ; Sar, Sela |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 46.2017, 4, p. 473-486
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| Subject: | Digital advertising | Virales Marketing | Viral marketing | Allokation | Allocation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/00913367.2017.1392912 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011798718