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Keywords: Digital referral
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (6): 1181–1203.
Published: 21 February 2020
...Ying Zhu; Valerie Lynette Wang; Yong Jian Wang; Jim Nastos Purpose Based on theories related to coopetition, the purpose of this paper is to examine the patterns of business-to-business digital referrals inscribed in businesses’ digital content. Design/methodology/approach A complete industry...
