The effects of online reviews on service expectations: do cultural value orientations matter?
This study aims to explore the moderating influence of cultural value orientations of consumers on their use of positive and negative electronic word of mouth eWOM (PWOM and NWOM) to develop service expectations. It uses two experimental studies. Study 1 involves analysis of the manipulated effects...
| Main Authors: | , , |
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| Format: | Article |
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Elsevier
2018
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| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/52463/ |