Competitive spillover elasticities of electronic word of mouth: an application to the soft drink industry

  1. Sanchez, J.
  2. Abril, C.
  3. Haenlein, M.
Journal:
Journal of the Academy of Marketing Science

ISSN: 1552-7824,  0092-0703

Year of publication: 2020

Volume: 48

Issue: 2

Pages: 270-287

Type: Article

DOI: 10.1007/S11747-019-00683-5 GOOGLE SCHOLAR
Data source: Scopus