Marketing theatrical films for the mobile platform: : the roles of web content/social media, brand extension, WOM, and windowing strategies
Abstract
Index Terms
- Marketing theatrical films for the mobile platform: the roles of web content/social media, brand extension, WOM, and windowing strategies
Recommendations
What drives electronic word-of-mouth on social networking sites? Perspectives of social capital and self-determination
Social-network-based communication is becoming a necessity for companies to stay competitive.We study eWOM in social networking sites from social capital and self-determination perspectives.The factors of tie strength and innovativeness directly ...
Service cooperation and marketing strategies of infomediary and online retailer with eWOM effect
In contemporary electronic commerce, an infomediary displays electronic word-of-mouth (eWOM) information of customers and links shoppers to retail websites, thus acting as an intermediary between buyers and sellers. This paper studies an online supply ...
Consumers as "Integrators" of Marketing Communications: When "Like" is as Good as "Buy"
This case study explores how Falken Tire Corporation FTC leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately ...
Comments
Please enable JavaScript to view thecomments powered by Disqus.Information & Contributors
Information
Published In
Publisher
Inderscience Publishers
Geneva 15, Switzerland
Publication History
Author Tags
Qualifiers
- Research-article
Contributors
Other Metrics
Bibliometrics & Citations
Bibliometrics
Article Metrics
- 0Total Citations
- 0Total Downloads
- Downloads (Last 12 months)0
- Downloads (Last 6 weeks)0