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Online support for vulnerable consumers : a safe place?

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Igniting the flame with electronic word-of-mouth in digital marketing

Bu, Yi; Thaichon, Park; Parkinson, Joy - In: Developing digital marketing : relationship perspectives, (pp. 181-190). 2021

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When less is more : the impact of macro and micro social media influencers' disclosure

Kay, Samantha; Mulcahy, Rory; Parkinson, Joy - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 3/4, pp. 248-278

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Digital content marketing as a catalyst for e-WOM in food tourism

Bu, Yi; Parkinson, Joy; Thaichon, Park - In: Australasian marketing journal : AMJ ; official journal … 29 (2021) 2, pp. 142-154

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Influencer marketing : homophily, customer value co-creation behaviour and purchase intention

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Chapter 10 Igniting the Flame with Electronic Word-of-mouth in Digital Marketing

Bu, Yi; Thaichon, Park; Parkinson, Joy - In: Developing digital marketing : relationship perspectives, (pp. 181-190). 2021

This chapter is a descriptive study of digital marketing to stimulate electronic word-of-mouth (e-WOM) through the social impact of content creation. This chapter firstly introduces the background, concept, and development of e-WOM. Secondly, discuss the relationship between digital marketing...

Persistent link: https://www.econbiz.de/10015087104