Explore the Interactive Influence of EWOM Message Characteristics and Formats on Online Brand Outcomes in the Context of Twitter: A Comprehensive Model
Social media has become a pivotal element in our daily communication lexicon, namely electronic word of mouth (EWOM), described as electronic communication where a broad audience can easily share or convey information among themselves. With the rapid rise in popularity and use of social media platfo...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Conference Paper |
| Published: |
2023
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| Online Access: | http://hdl.handle.net/20.500.11937/95562 |