Am Stadtgraben 13-15
Muenster, D-48143
Germany
http://www.marketingcenter.de/mm/en/index.php
University of Muenster
Word of mouth communication, microblogging, Twitter, early adoption, entertainment, motion pictures
Star Power, Motion Pictures, Propensity Score Matching, Financial Value
television, motion pictures, value calculation, Hollywood
Social media, brand usage, consumer decision making, pinball model, marketing
Entertainment marketing, consumer viewing behavior, subscription streaming, difference-in-differences, Bayesian analysis
metaverse, virtual reality, social interactions, computer-mediated environment, social presence
service brand extensions, success drivers, perceived service quality, partial least squares
customer demotion, customer loyalty, loyalty programs, prospect theory, relationship marketing
