Understanding Online Word of Mouth Phenomenon Amongst Teenagers in Thailand

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Understanding Online Word of Mouth Phenomenon Amongst Teenagers in Thailand

Word of mouth (WOM) has long been justified as a dominant force to influence consumer attitudes and purchase intention. Previous studies in WOM research area have investigated in various mainstreams such as causes and effects of WOM, factors that influence the effectiveness of WOM and characteristic...

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Bibliographic Details
Main Author:	Chaiwongkachon, Boontida
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2008
Subjects:	online word of mouth teenagers Thailand opinion leaders non-opinion leaders
Online Access:	https://eprints.nottingham.ac.uk/21829/

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