TY  - JOUR
AU  - Haenlein, Michael
AU  - Sánchez Herrera, Joaquín
AU  - Abril Barrie, María Del Carmen
PY  - 2020
DO  - 10.1007/s11747-019-00683-5
SN  - 0092-0703
UR  - https://hdl.handle.net/20.500.14352/108491
T2  - Journal of the Academy of Marketing Science
AB  - Electronic word of mouth (eWOM), especially on online platforms such as Twitter, is a topic of interest for many C-suite executives. Yet little is understood about competitive spillover effects in eWOM, especially among mature brands in fast-moving...
LA  - eng
M2  - 270
PB  - Springer
KW  - Word of mouth
KW  - Spillover
KW  - Diagnosticity
KW  - Marketing mix
KW  - WOM
KW  - Electronic word of mouth
KW  - eWOM
KW  - Twitter
KW  - FMCG
KW  - Soft drinks
KW  - Dynamic factorial analysis
KW  - Competition
TI  - Competitive spillover elasticities of electronic WOM: an application to the soft drink industry
TY  - journal article
VL  - 48
ER  -