Liu, Xin; Hu, Jing; Xu, Bing - In: Journal of Research in Interactive Marketing 11 (2017) 3, pp. 232-245
Purpose The purpose of this study is to find out how electronic word of mouth (eWOM) may affect evaluations of products with different brand images. In particular, the study explores differential eWOM impacts across several brand types and extension categories. Design/methodology/approach An...