Antecedents, motivations, and consequences of electronic word-of-mouth communication for consumers : a comprehensive understanding
Year of publication: |
2020
|
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Authors: | Özbük, Meltem Yetkin |
Published in: |
Leveraging consumer behavior and psychology in the digital economy. - Hershey, PA, USA : Business Science Reference, ISBN 978-1-79983-042-9. - 2020, p. 106-132
|
Subject: | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Social Web | Social web |
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