What Drives Consumers to Pass Along Marketer-Generated eWOM in Social Network Games? Social and Game Factors in Play
Social network games (SNGs) are part of the highly evolving marketing and e-commerce channel of social network sites (SNSs). Marketers in SnGs offer economic incentives of game currency or virtual goods in exchange for consumer interactions with ads, often encouraging consumers to forward marketer-g...
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| Autores principales: | , |
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| Lenguaje: | English |
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Universidad de Talca
2013
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| Acceso en línea: | http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762013000100005 |
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