Antecedents of Consumer Engagement in Electronic Word-Of-Mouth (EWOM) Under Consideration of Deviations Between Genders
Electronic word of mouth (eWOM) is one of the most investigated topics in contemporary marketing research and its strong impact on brand perceptions and purchase intention is making it essential for both practitioners and researchers. Several academic studies analysed the effectiveness of eWOM commu...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2017
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| Online Access: | https://eprints.nottingham.ac.uk/42081/ |