What Are the Influences of Entertaining eWOM on Social Media-an Empirical Study on the Use of Brand-related Hashtags on Weibo and Customer Engagement
The influences of eWOM has been extensively investigated due to its beneficial marketing outcomes on product purchase intention, brand perception, CE (customer engagement) etc., which has been largely examined and approved in previous literature. However, preceding studies mainly focus on “legacy” f...
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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/58173/ |