Consumer empowerment in interactive advertising and eWOM consequences: The PITRE model
Author:
Affiliation:
1. Department of Marketing and Market Research, Faculty of Economy and Business, University of Zaragoza, Zaragoza, Spain
2. Department of Marketing and Market Research, Faculty of Social and Human Sciences, University of Zaragoza, Teruel, Spain
Funder
Spanish Ministry of Economy and Competitiveness
European Social Fund and the Government of Aragon
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/13527266.2019.1610028
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