Will great power come with great responsibility only? : a dual model of consumer power and negative wom on social media review platforms
Year of publication: |
2023
|
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Authors: | Chen, Caleb Huanyong ; Huang, Yilin ; Liu, Yang ; Gao, Kaiwen |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 8, p. 1138-1167
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Subject: | brand awareness | compensation | negative WOM | power | prosocial motivation | self-enhancement | Social Web | Social web | Konsumentenverhalten | Consumer behaviour |
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