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Word of Mouth,Observed Adoptions,and Anime-WatchingDecisions: The Roleof the Personal vs.the Community Network Mina AmeriElisabeth HonkaYing Xie2019 год

Word of Mouth, Observed Adoptions, and Anime-Watching Decisions: The Role of the Personal vs. the Community Network
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Аннотация: This paper studies how word of mouth and product adoptions from friends and the whole community affect individuals’ product adoption decisions in the context of anime.
Год издания: 2019
Авторы: Mina Ameri, Elisabeth Honka, Ying Xie
Издательство: Institute for Operations Research and the Management Sciences
Источник: Marketing Science
Ключевые слова: Digital Marketing and Social Media, Media Studies and Communication, Media Influence and Politics