"I love it" versus "i recommend it" : the impact of implicit and explicit endorsement styles on electronic word-of-mouth persuasiveness
Year of publication: |
2024
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Authors: | Liao, Junyun ; He, Siying ; Feng, Wenting ; Filieri, Raffaele |
Published in: |
Journal of travel research : a quarterly publication of the Travel and Tourism Research Association. - Thousand Oaks, Calif. [u.a.] : Sage, ISSN 1552-6763, ZDB-ID 2036634-6. - Vol. 63.2024, 4, p. 779-795
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Subject: | endorsement styles | electronic word-of-mouth | persuasion | source trustworthiness | persuasion knowledge | linguistic effects | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Vertrauen | Confidence | Social Web | Social web |
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