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首页> 外文期刊>European journal of marketing >Examining the existence of double jeopardy and negative double jeopardy within Twitter
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Examining the existence of double jeopardy and negative double jeopardy within Twitter

机译:在Twitter中检查双重危险和负面双重危险的存在

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摘要

Purpose - The theory of double jeopardy (DJ) is shown to hold across broad ranging geographies and physical product categories. However, there is very little research appertaining to the subject within an online environment. In particular, studies that investigate the presence of DJ and the contrasting view point to DJ, namely, that of negative double jeopardy (NDJ), are lacking. This study aims to contribute to this identified research gap and examines the presence of DJ and NDJ within a product category, utilising data from Twitter.
机译:目的-双重危险理论(DJ)被证明适用于广泛的地理区域和实物产品类别。但是,在在线环境中,与该主题相关的研究很少。特别地,缺乏研究DJ的存在和与DJ形成对比的观点的研究,即负双重危害(NDJ)。这项研究旨在弥补已发现的研究空白,并利用Twitter的数据检查DJ和NDJ在产品类别中的存在。

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