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What does the brand say? : effects of brand feedback to negative eWOM on brand trust and purchase intentions
Bhandari, Manu; Rodgers, Shelly - In: International journal of advertising : the quarterly … 37 (2018) 1, pp. 125-141
Persistent link: https://www.econbiz.de/10011859225
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#Me and brands : understanding brand-selfie posters on social media
Sung, Yongjun; Kim, Eunice; Choi, Sejung Marina - In: Electronic word of mouth as a promotional technique : …, (pp. 14-28). 2020
Persistent link: https://www.econbiz.de/10012263234
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Preannouncement messages : impetus for electronic word-of-mouth
Zhang, Hao; Choi, Yung Kyun - In: Electronic word of mouth as a promotional technique : …, (pp. 54-70). 2020
Persistent link: https://www.econbiz.de/10012263247
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The power of e-WOM using the hashtag : focusing on SNS advertising of SPA brands
Shin, Jiye; Chae, Heeju; Ko, Eunju - In: Electronic word of mouth as a promotional technique : …, (pp. 71-85). 2020
Persistent link: https://www.econbiz.de/10012263250
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#Me and brands : understanding brand-selfie posters on social media
Sung, Yongjun; Kim, Eunice; Choi, Sejung Marina - In: International journal of advertising : the quarterly … 37 (2018) 1, pp. 14-28
Persistent link: https://www.econbiz.de/10011859192
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The power of e-WOM using the hashtag : focusing on SNS advertising of SPA brands
Shin, Jiye; Chae, Heeju; Ko, Eunju - In: International journal of advertising : the quarterly … 37 (2018) 1, pp. 71-85
Persistent link: https://www.econbiz.de/10011859210
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The role of brand experience and E-Wom on purchase decisions
Sudirman, Hudyah Astuti; Sartika, Dewi; Anindita, Marsha; … - 2023
Persistent link: https://www.econbiz.de/10014325073
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The interaction effects of online reviews, brand, and price on consumer hotel booking decision making
Wen, Ji; Lin, Zhibin; Liu, Xin; Xiao, Sarah Hong; Li, Yina - In: Journal of travel research : a quarterly publication of … 60 (2021) 4, pp. 846-859
Persistent link: https://www.econbiz.de/10012492627
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Warmth or competence : understanding the effect of brand perception on purchase intention via online reviews
Baoku, Li; Nan, Yafeng - In: Journal of contemporary marketing science 6 (2023) 3, pp. 210-227
Persistent link: https://www.econbiz.de/10014422222
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Electronic Word-of-Mouth Advertising Versus Brand Strength : Effects On Consumers’ Purchasing Decision
Porto, Rafael; Watanabe, Eluiza Alberto de Morais; … - 2021
Purpose: The research compared the effect of electronic word-of-mouth advertising (e-WOM) and brand strength in … significant influencer of the purchase decision: (1) being a strong brand induced by the company's efforts or (2) other consumers … strong or weak brand purchasing decisions with the positive, negative, or neutral presence of e-WOM for a product (smartphone …
Persistent link: https://www.econbiz.de/10014086741