Amed, Sultan; Mukherjee, Srabanti; Das, Prasun; Datta, … - In: Marketing Intelligence & Planning 37 (2019) 4, pp. 433-450
Purpose: The purpose of this paper is to determine the triggers of positive electronic word of mouth (eWOM) using real-time Big Data obtained from online retail sites/dedicated review sites. Design/methodology/approach: In this study, real-time Big Data has been used and analysed through...