Interactive impact of EWOM message characteristics on online brand outcomes: Towards an integrative framework
Despite growing interest in the rising popularity of electronic word of mouth (EWOM), many unanswered questions remain about its effects on online brand outcomes. This paper explores the interactive impact of message characteristics (valence, credibility and format) on online brand evaluation and...
| Main Authors: | , , |
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| Format: | Conference Paper |
| Published: |
2023
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| Online Access: | http://hdl.handle.net/20.500.11937/93028 |