Review paper
Does online media sequence matter in product marketing?
Abstract
Recently, integrating multiple online media to achieve synergistic effects has become more and more popular, and this is primarily driven by emerging online interactive media. Scholars and practitioners are interested in the relationship between online media sequence and consumer persuasion. However, how online media sequence influences consumer persuasion is not fully understood. Previous studies have had inconsistent conclusions about media...
Paper Details
Title
Does online media sequence matter in product marketing?
Published Date
Mar 1, 2018
Volume
28
Pages
44 - 53
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Notes
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