Marketing Research

In this subdiscipline: 19 papers
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Popular papers

  1. In this article, we attempt to distinguish between the properties of moderator and mediator variables at a number of levels. First, we seek to make theorists and researchers aware of the importance of not using the terms moderator and mediator…
  2. Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms-such as content sharing sites, blogs, social…
  3. Using adolescent women living and working in Shanghai, as our sample group, we argue that a consequence of a modernizing Peoples Republic of China are the cultural values embodied in consumption are increasingly representing Western consumption…
  4. The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from existing…
  5. Central to service-dominant (S-D) logic is the proposition that the customer becomes a co-creator of value. This emphasizes the development of customer– supplier relationships through interaction and dialog. However, research to date suggests…

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