Antecedents of Consumer Engagement in Electronic Word-Of-Mouth (EWOM) Under Consideration of Deviations Between Genders

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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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Bibliographic Details
Main Author:	Hoffmann, Jonas Tobias
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2017
Online Access:	https://eprints.nottingham.ac.uk/42081/

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