Tuisku, Outi; Ilves, Mirja; Lylykangas, Jani; Surakka, … - In: International Journal of E-Business Research (IJEBR) 13 (2017) 4, pp. 1-14
This study investigated how potential customers (N = 28) respond to two types of electronic word-of-mouth (eWOM) regarding the same product. The study simulated reality by having participants read either mainly negative comments from an independent discussion forum (n = 14) or mainly positive...