Source credibility: A study of eWOM on social media and Chinese students’ travel choices
Background problem: Previous studies have found that source credibility of eWOM has impact on perceived persuasiveness of the source. Source credibility plays an important role in the effectiveness of eWOM. The more credibility a product is perceived, the more persuasiveness the information has. The...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2013
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| Online Access: | https://eprints.nottingham.ac.uk/26918/ |