Conference Paper/Proceeding/Abstract 972 views 244 downloads
Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research
Elvira Ismagilova,
Yogesh Dwivedi 
,
Nripendra Rana
,
Nripendra Rana
Advances in Digital Marketing and eCommerce, Pages: 91 - 98
Swansea University Author:
Yogesh Dwivedi
-
PDF | Accepted Manuscript
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DOI (Published version): 10.1007/978-3-030-47595-6_12
Abstract
Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research
| Published in: | Advances in Digital Marketing and eCommerce |
|---|---|
| ISBN: | 9783030475949 9783030475956 |
| ISSN: | 2198-7246 2198-7254 |
| Published: |
Cham
Springer International Publishing
2020
|
| Online Access: |
Check full text
|
| URI: | https://cronfa.swan.ac.uk/Record/cronfa54193 |
| Tags: |
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| Keywords: |
Interactive marketing; Unanticipated consequences; Literature review |
|---|---|
| College: |
Faculty of Humanities and Social Sciences |
| Start Page: |
91 |
| End Page: |
98 |