Examining the role of the marketing activity and eWOM in the movie diffusion: the decomposition perspective

Hailin Zhang, Xina Yuan, Tae Ho Song. Examining the role of the marketing activity and eWOM in the movie diffusion: the decomposition perspective. Electronic Commerce Research, 20(3):589-608, 2020. [doi]

Authors

Hailin Zhang

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Xina Yuan

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Tae Ho Song

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