Platform Design and Electronic Word-of-Mouth Adaptability: A Construal Level Perspective
Drawing on the construal level theory, this thesis examines how two platform design features (structural complexity and length requirement) may impact eWOM favourability. Converging evidence from five lab studies and a field study indicates that a structurally complex (vs. structurally simple) desig...
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| Format: | Thesis |
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Curtin University
2024
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| Online Access: | http://hdl.handle.net/20.500.11937/95188 |