Advertising: Stimulant or Suppressant of Online Word of Mouth?

Journal of Interactive Marketing

Volumn 25, Issue 2, 2011, Pages 75-84

  Feng, Jie ^a   Papatla, Purushottam ^b  

^a STATE UNIVERSITY OF NEW YORK   (United States)

^b UNIVERSITY OF WISCONSIN MILWAUKEE   (United States)

Author keywords

Advertising; Automobiles; Online consumer reviews; Online ratings; Online wOM; Word of mouth

Indexed keywords

EID: 79955007121     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1016/j.intmar.2010.11.002     Document Type: Article

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