Creation and Consumption of Mobile Word of Mouth: How Are Mobile Reviews Different?

Autor:	Nicholas H. Lurie, Sam Ransbotham, Hongju Liu
Rok vydání:	2019
Předmět:	Marketing Consumption (economics) Computer science 0502 economics and business 05 social sciences Word of mouth 050211 marketing Advertising 050207 economics Business and International Management Value (mathematics)
Zdroj:	Marketing Science. 38:773-792
ISSN:	1526-548X 0732-2399
Popis:	Mobile users can create word of mouth wherever they are and whenever they want, leading to differences in the content and consumption value of mobile versus nonmobile word of mouth.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::3a42a923a2bb5d74191d89a0b2c6dabe https://doi.org/10.1287/mksc.2018.1115 Zobrazit plný text záznamu Plný text ve formátu PDF