Who says what to whom in what channel? : a rules theoretic perspective on word-of-mouth marketing
Francis Buttle and Lars Groeger
| Year of publication: |
October 2017
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|---|---|
| Authors: | Buttle, Francis A. ; Groeger, Lars |
| Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 33.2017, 13/14, p. 1035-1059
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| Subject: | Word-of-mouth marketing | WOMM | word-of-mouth | WOM | directed content analysis | Rules Theory | context | contextualised rules | deontic logic | conversation partner | communication content | communication channel | Virales Marketing | Viral marketing | Kommunikation | Communication | Marketingmanagement | Marketing management | Vertriebsweg | Distribution channel | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2017.1325390 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011850299