Effect of eWOM valence on purchase intention : the moderating role of product
Year of publication: |
2021
|
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Authors: | Roy, Gobinda ; Datta, Biplab ; Mukherjee, Srabanti ; Basu, Rituparna ; Shrivastava, Avinash K. |
Published in: |
International journal of technology marketing : IJTMkt. - Olney, Bucks : Inderscience Enterprises, ISSN 1741-8798, ZDB-ID 2421416-4. - Vol. 15.2021, 2/3, p. 158-180
|
Subject: | electronic word of mouth | eWOM | mixed neutral eWOM | search products | experience products | purchase intention | eWOM valence | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
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