Abubakar, Abubakar Mohammed; Ilkan, Mustafa; Sahin, Pinar - In: Marketing Intelligence & Planning 34 (2016) 5, pp. 692-710
Purpose – The purpose of this paper is to examine the influence of electronic referral (eReferral) marketing and electronic word-of-mouth (eWOM) on brand image and purchase intention, coupled with the moderating effect of gender in the relationship. Design/methodology/approach – Structural...