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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...

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Bibliographic Details
Main Authors:	Alqahtani, Abdulaziz, Sharma, Piyush, Kingshott, Russel
Format:	Conference Paper
Published:	2023
Online Access:	http://hdl.handle.net/20.500.11937/93028

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