Investigating the Relationship Between the Content of Online Word of Mouth, Advertising, and Brand Performance.
Shyam GopinathJacquelyn S. ThomasLakshman KrishnamurthiPublished in: Mark. Sci. (2014)
Keyphrases
- contextual advertising
- online advertising
- online learning
- targeted advertising
- online video
- online communities
- internet advertising
- online environment
- online resources
- web content
- metadata
- social networking sites
- real time
- online communication
- advertising campaigns
- textual content
- content management
- online social
- multimedia data
- web personalization
- bulletin board
- learning styles
- shopping behavior
- neural network