Role of electronic word-of-mouth content and valence in influencing online purchase behavior
Year of publication: |
2019
|
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Authors: | Roy, Gobinda ; Datta, Biplab ; Mukherjee, Srabanti |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 25.2019, 6, p. 661-684
|
Subject: | Electronic word of mouth | eWOM valence | mixed neutral eWOM | online purchase intention | online review | Data Mining | Data mining | Virales Marketing | Viral marketing | Online-Handel | Online retailing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
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