The complementary role of advertising and electronic word-of-mouth for blockbusters and low-budget motion pictures

Guillermo Armelini, Jorge González, Julian Villanueva

Research output: Contribution to journalArticlepeer-review

Abstract

Copyright
Original languageAmerican English
Pages (from-to)1-21
Number of pages21
JournalInternational Journal of Internet Marketing and Advertising
Volume13
Issue number1
DOIs
StatePublished - 1 Jan 2019

Keywords

  • Advertising
  • E-WOM
  • Electronic word-of-mouth
  • Movies
  • Publicity
  • Social contagion
  • Threshold effect

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