Extending our understanding of eWOM impact : the role of source credibility and message relevance
Year of publication: |
April-June 2016
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Authors: | O'Reilly, Kelley ; MacMillan, Amy ; Mumuni, Alhassan G. ; Lancendorfer, Karen M. |
Published in: |
Journal of internet commerce. - Binghamton, NY: Haworth Press, ISSN 1533-2861, ZDB-ID 2136900-8. - Vol. 15.2016, 2, p. 77-96
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Subject: | Electronic word-of-mouth (eWOM) | message relevance | source credibility | Virales Marketing | Viral marketing | Glaubwürdigkeit | Credibility | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour |
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