User disposition and attitude towards advertisements placed in Facebook, LinkedIn, Twitter and YouTube : a decision tree and MANOVA approach
Janarthanan Balakrishnan, Jeevananthan Manickavasagam (Thiagarajar School of Management, Madurai, India)
| Year of publication: |
July-September 2016
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|---|---|
| Authors: | Balakrishnan, Janarthanan ; Manickavasagam, Jeevananthan |
| Published in: |
Journal of electronic commerce in organizations : the international journal of electronic commerce in modern organizations ; an official publication of the Information Resources Management Association. - Hershey, Pa. : IGI Global, ISSN 1539-2937, ZDB-ID 2270169-2. - Vol. 14.2016, 3, p. 17-34
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| Subject: | CHAID | Decision Tree | Facebook | LinkedIn | MANOVA | Social Media | Twitter | User Characteristics | YouTube | Social Web | Social web | Online-Marketing | Internet marketing | Entscheidungsbaum | Decision tree | Konsumentenverhalten | Consumer behaviour |