Word of mouth versus word of mouse : speaking about a brand connects you to it more than writing does
Hao Shen, Jaideep Sengupta
| Year of publication: |
October 2018
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|---|---|
| Authors: | Shen, Hao ; Sengupta, Jaideep |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 45.2018, 3, p. 595-614
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| Subject: | word of mouth | communication | social interaction | self-expression | self-brand connection | Virales Marketing | Viral marketing | Soziale Beziehungen | Social relations | Kommunikation | Communication | Konsumentenverhalten | Consumer behaviour | Soziales Netzwerk | Social network | Markenimage | Brand image | Social Web | Social web |