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Effects of social influence on consumers' voluntary adoption of innovations prompted by others

โœ Scribed by Sang-Hoon Kim; Hyun Jung Park

Book ID
116618920
Publisher
Elsevier Science
Year
2011
Tongue
English
Weight
409 KB
Volume
64
Category
Article
ISSN
0148-2963

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## Abstract Sales promotional activities account for a significant portion of the integrated marketing communications budget of most companies because brand managers realize the effectiveness of these activities in meeting certain marketing communication objectives. However, there are times when pr