Exploring the influence of electronic word-of-mouth on college students’ purchase intention: an empirical study on the Chinese film industry

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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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Bibliographic Details
Main Author:	Zeng, Meiling
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2019
Online Access:	https://eprints.nottingham.ac.uk/58093/

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