The role of cool versus warm colors in B2B versus B2C firm-generated content for boosting positive eWOM
Jumbum Kwon, Ka Wing Chan, William Gu, Felix Septianto
| Year of publication: |
2022
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| Authors: | Kwon, Jumbum ; Chan, Ka Wing ; Gu, William ; Septianto, Felix |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 104.2022, p. 212-225
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| Subject: | B2B vs B2C | Color features | Electronic word-of-mouth | Social media | Social Web | Social web | Virales Marketing | Viral marketing | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management | Electronic Commerce | E-commerce | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2022.03.011 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013326938