Exploring the influence of electronic word-of-mouth on college students’ purchase intention: an empirical study on the Chinese film industry
In the age of the internet, consumers exchange information about products or services through diverse network channels. With its high interactivity, convenience and anonymity, electronic word of mouth has quickly become an emerging hot spot in the marketing field. As the core part of the cultural in...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2019
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| Online Access: | https://eprints.nottingham.ac.uk/58093/ |