Word-of-mouth on financial products in online communities: an exploration into the why, what, and how?
This paper examines consumers' motivations to engage in electronic word-of-mouth (WOM) and its influences on the cognitive and affective aspects of the WOM message. A sample of 201 consumers was collected from an online survey. Regressions show that four motivations had significant relationship...
| Main Authors: | , , |
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| Format: | Working Paper |
| Published: |
School of Marketing, Curtin Business School
2009
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/41666 |