TRUST IN WORD-OF-MOUTH OF FRIENDS, STRANGERS OR BRAND AMBASSADOR IN PRODUCT PURCHASE DECISIONS: A QUALITATIVE ANANLYSIS OF TRUST ISSUES
This paper is an exploratory study of the influence of word-of-mouth on the consumer's intentions to buy. The word-of-mouth being referred to and explained in this study is face-to-face conversations between consumers and their friends and online exchange of product related information through...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2013
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| Online Access: | https://eprints.nottingham.ac.uk/26815/ |