Christodoulides, George; Michaelidou, Nina; Argyriou, … - In: European Journal of Marketing 46 (2012) 11/12, pp. 1689-1707
Purpose – This paper aims to present a cross‐national study that investigates changes in purchase intentions of UK versus Chinese consumers following exposure to successive e‐WOM comments in the form of positive and negative user reviews for experience versus search products....