The relative influence of advertising and word-of-mouth on viewing new season television programmes
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DOI: 10.1108/ejm-11-2015-0787
Abstract: Purpose This paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning. Design/methodology/approach The study’s longitudinal research design tracks individuals before and… read more here.
Keywords: advertising word; word mouth; advertising; relative influence ... See more keywords