Word-of-mouth marketing : towads an improved understanding of multi-generational campaign reach
Lars Groeger and Francis Buttle
| Year of publication: |
2014
|
|---|---|
| Authors: | Groeger, Lars ; Buttle, Francis A. |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 48.2014, 7/8, p. 1186-1208
|
| Subject: | Facebook | Word-of-mouth | Social network analysis | Campaign reach | Transitivity | Word-of-mouth marketing (WOMM) | Social Web | Social web | Virales Marketing | Viral marketing | Soziales Netzwerk | Social network | Marketingmanagement | Marketing management | Online-Marketing | Internet marketing |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010414809