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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...

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Bibliographic Details
Main Authors:	Alqahtani, Abdulaziz, Sharma, Piyush, Kingshott, Russel
Other Authors:	Thyne, Maree
Format:	Conference Paper
Published:	2023
Online Access:	http://hdl.handle.net/20.500.11937/95562

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