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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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Bibliographic Details
Main Author:	Zhao, Lisa
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2019
Online Access:	https://eprints.nottingham.ac.uk/58173/

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