Journal article

Supporting New Product Launches With Social Media Communication and Online Advertising: Sales Volume and Profit Implications

Richard L Gruner, Arnd Vomberg, Christian Homburg, Bryan A Lukas

Journal of Product Innovation Management | WILEY | Published : 2019

DOI: 10.1111/jpim.12475

University of Melbourne Researchers

Citation metrics

4Web of Science
7Scopus

Keywords

Effect Size
Word-Of-Mouth
Open Innovation
Engineering, Industrial
Impact
Technology
Industrial
Management
Engineering
Moderating Role
Business
Social Sciences
Involvement
Business & Economics
Regression
Consumer
Performance
Science & Technology