Who's driving this conversation? : systematic biases in the content of online consumer discussions
Year of publication: |
August 2017
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Authors: | Hamilton, Rebecca W. ; Schlosser, Ann ; Chen, Yu-Jen |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 54.2017, 4, p. 540-555
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Subject: | word of mouth | online discussion forums | social influence | affiliation | conversational norms | Social Web | Social web | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
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