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The Impacts of Active Consumers’ Engagement with Social Media Brand-related Content (CESBC) on Instagram in Luxury Jewellery Market

Recently, electronic word-of-mouth (eWOM) has been found to have a significant impact on consumers' purchase decisions. Considering that people spend more and more time on social platforms, eWOM on social platforms could influence consumers strongly. At the same time, consumers' engagement...

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Bibliographic Details
Main Author:	Wu, Lingyi
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2019
Online Access:	https://eprints.nottingham.ac.uk/58042/

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