Khan, Mubbsher Munawar; Hashmi, Hammad Bin Azam - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 10 (2016) 3, pp. 486-504
In this study, we aim to identify the impact of interactivity of electronic word of mouth (EWOM) systems on customer e-loyalty based on Interactivity Theory. In electronic market place, consumers now interact with e-retailers and other consumers with the help of EWOM systems. We have also tried...