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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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Bibliographic Details
Main Author:	KOMAL, MISHTY
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2013
Online Access:	https://eprints.nottingham.ac.uk/26815/

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