Journal Article

Investigating the Relationship Between the Content of Online Word of Mouth, Advertising, and Brand Performance

Marketing Science
Author(s)

Shyam Gopinath

Jacqueline Thomas

Lakshman Krishnamurthi

Date Published: 2014
Citations: Gopinath, Shyam, Jacqueline Thomas, Lakshman Krishnamurthi. 2014. Investigating the Relationship Between the Content of Online Word of Mouth, Advertising, and Brand Performance. Marketing Science. (2)241-258.