‘In Response to Online Customer Compliments’: The Effects of Webcare Towards Positive eWOM on Observing Consumers’ Pre-purchase Decision- making
The digital era has empowered consumers with the ability to voice their positive and negative customer experiences online, expressed as electronic word-of-mouth (eWOM). This has granted consumers significant control over what brand- and firm- related information becomes communicated to others, there...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2020
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| Online Access: | https://eprints.nottingham.ac.uk/62692/ |