Discovering heterogeneous consumer journeys in online platforms: implications for networking investment
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DOI: 10.1007/s11747-020-00741-3
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- Blanca I. Hernández-Ortega & Michael A. Stanko & Rishika Rishika & Francisco-Jose Molina-Castillo & José Franco, 2022. "Brand-generated social media content and its differential impact on loyalty program members," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1071-1090, September.
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Keywords
Consumer journey; Online platform; User activity metrics; Social influence; Spillover effect; Sequential Monte Carlo methods; Dynamic latent instrumental variable; Networking investment;All these keywords.
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