Understanding the effectiveness of word-of-mouth : an elasticity perspective
Yimiao Chen; Fangyi Liu; Cheng-Hsi Fang; Tom M. Y. Lin
| Year of publication: |
2013
|
|---|---|
| Authors: | Chen, Yimiao ; Liu, Fangyi ; Fang, Cheng-hsi ; Lin, Tom M. Y. |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7122, ZDB-ID 2551662-0. - Vol. 7.2013, 1, p. 57-77
|
| Subject: | Virales Marketing | Viral marketing | Werbewirkung | Advertising effects | Elastizität | Elasticity | Markenimage | Brand image | Social Web | Social web |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal ; Fallstudie ; Case study |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009730800