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Keywords: Interactive marketing
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2014) 31 (3): 231–232.
Published: 06 May 2014
... Consumption Interactive Marketing When I started to write this review, a funny thing happened to me on the way to the keyboard. A brutal storm left me without my virtual life for three days and put me in a mood that swung back and forth from contemplative to uncomfortable. In retrospect...
Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2012) 29 (6): 436–444.
Published: 07 September 2012
...@ncsu.edu Chi‐square automatic interaction detector (CHAID) is used to model interactive marketing usage among Millennial consumers. The CHAID algorithm is required to model the effects of binomial predictor variables on a single binomial target variable. CHAID uses chi‐squares to systematically compare...
