‘In Response to Online Customer Compliments’: The Effects of Webcare Towards Positive eWOM on Observing Consumers’ Pre-purchase Decision- making

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‘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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Bibliographic Details
Main Author:	Chutrakul, Varin
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2020
Online Access:	https://eprints.nottingham.ac.uk/62692/

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