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Advertising and Word-of-Mouth in Motion Picture Industry
Advertising Word-of-Mouth Motion Picture Industry
2014/8/8
Motion picture industry is characterized by extensive advertising and word-of-mouth among (potential) consumers. We develop a simple computational model of consumer behavior to study the interaction b...
A Preliminary Structural Equation Model of Comprehension and Persuasion of Interactive Advertising Brand Web Sites
Comprehension and Persuasion Interactive Advertising Brand Web Sites
2009/12/2
The main goal of this study was to build a preliminary structural equation model to better understand the relationships between interactivity, comprehension, and persuasion. The limited capacity proce...