Work

Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness

Year: 2004

Type: article

Source: Journal of Advertising Research

DOI: 10.1017/s0021849904040243

Authors: John E. Hogan, Katherine N. Lemon, Barak Libai

Institutions: Boston College, Tel Aviv University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W1980213092

FWCI: 15.79

Cites: 29

Cited by: 243

Related to: 10