Word of Mouth, Observed Adoptions, and Anime-Watching Decisions: The Role of the Personal vs. the Community Network

This paper studies how word of mouth and product adoptions from friends and the whole community affect individuals’ product adoption decisions in the context of anime.

• 저널Marketing Science · 38(4) · 567–583
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1287/mksc.2019.1155
• 저자Mina Ameri, Elisabeth Honka, Ying Xie