Seifert, Christin; Kwon, Wi-Suk - In: Marketing Intelligence & Planning 38 (2019) 1, pp. 89-102
Purpose: The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in brand value co-creation and brand trust change, thereby influencing their purchase intention for the...