Consumers as "Integrators" of Marketing Communications: When "Like" is as Good as "Buy".
Kelley O'ReillyKaren M. LancendorferPublished in: Int. J. E Bus. Res. (2013)
Keyphrases
- consumer behavior
- purchasing behavior
- marketing strategies
- decision making
- marketing campaigns
- online shopping
- online consumer
- data mining
- long term
- direct marketing
- customer relationship management
- website
- communication systems
- communication networks
- social media
- database marketing
- potential customers
- competitive advantage
- data mining technology
- high tech
- customer behavior
- search engine marketing
- telecommunications industry