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~isPartOf:"Journal of advertising research"
~subject:"Internet marketing"
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Journal of advertising research
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How do human attitudes and values predict online marketing responsiveness? : comparing consumer segmentation bases toward brand purchase and marketing response
Scheuffelen, Stefan C.
;
Kemper, Jan
;
Brettel, Malte
- In:
Journal of advertising research
59
(
2019
)
2
,
pp. 142-157
Persistent link: https://www.econbiz.de/10012109420
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2
Why online word-of-mouth measures cannot predict brand outcomes offline : volume, sentiment, sharing, and influence metrics yield scant online-offline WOM correlations
Fay, Brad
;
Larkin, Rick
- In:
Journal of advertising research
57
(
2017
)
2
,
pp. 132-143
Persistent link: https://www.econbiz.de/10011709366
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