Liu, Stephanie Q.; Ozanne, Marie; Mattila, Anna S. - In: Journal of Consumer Marketing 35 (2018) 4, pp. 403-413
Purpose: People express subjectivity and objectivity in everyday communication, yet little is known about how such linguistic content affects persuasion in electronic word-of-mouth (eWOM). Drawing on the congruity theory and the selectivity model, the present study proposes that the...