New Product Introductions, what gets people talking? : Quantitative study on e-Word-of-Mouth & Customer Engagement
The interest of researchers and practitioners in e-Word-of-Mouth has accelerated with the rise of social media platforms. In the last decade it became more apparent that customers are not merely recipients of product and brand information, but also active participants in shaping product and brand pe...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Stockholms universitet, Marknadsföring
2021
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-197450 |