Ngarmwongnoi, Chananchida; Oliveira, João S.; … - In: Journal of Consumer Marketing 37 (2020) 7, pp. 749-759
Purpose: This paper aims to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and post-purchase stages. Design/methodology/approach: A qualitative approach was adopted, consisting of 30...