Browsing Business Administration by Subject "Econometric models"
Now showing items 1-2 of 2
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Noninfluentials and information dissemination in the microblogging community
(Springer Nature, 2017)Firms are increasingly focusing on understanding and managing their social media strategies in order to create discussions and optimize the spread of news in their communities. Most prior studies on information dissemination ... -
Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets
(Elsevier, 2013-03)Consumers differ in the way their minds and hearts respond to marketing communication. Recent research has quantified effectiveness criteria of mindset metrics, such as brand consideration and liking, in the purchase process ...
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