eWOM anatomy of online product reviews : interaction effects of review number, valence, and star ratings on perceived credibility
Year of publication: |
2020
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Authors: | Hong, Seoyeon ; Pittman, Matthew |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 7, p. 892-920
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Subject: | ELM | eWOM | heuristics | product ratings | product reviews | Social Web | Social web | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Produktivität | Productivity |
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