Fueling and cooling firestorms : how online community members enable and disable online negative e-WOM
Year of publication: |
2023
|
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Authors: | Hancock, Tyler ; Breazeale, Michael ; Adams, Frank G. ; Hardman, Haley |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 2, p. 286-304
|
Subject: | Consumer typology | E-WOM | Firestorms | Virtual communities | Social Web | Social web | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Gesundheitsvorsorge | Preventive care |
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