The Dual Nature of Spreading Negative eWOM for Branded Offers: Emotional Reaction or Social Response? – A Structured Abstract
- Veloutsou, C.
- Aldas-Manzano, J.
- Ruiz-Mafe, C.
Collection de livres:
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN: 2363-6173, 2363-6165
Année de publication: 2017
Pages: 471-476
Type: Chapitre d'ouvrage