Electronic word of mouth: exploring the consumer perspective

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Electronic word of mouth: exploring the consumer perspective

The aim of the paper is to review the phenomena of traditional word of mouth and electronic word of mouth based on consumer behaviour perspective. Customers are increasingly using social media in their purchase decisions. Scholars have shown that positive electronic word of mouth has a significantly...

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Bibliographic Details
Main Authors:	Nasiruddin, Kauthar, Hashim, Haslinda, Raja Yusof, Raja Nerina
Format:	Article
Language:	English
Published:	IJABM 2016
Subjects:	Electronic word of mouth; Marketing; Consumer
Online Access:	http://psasir.upm.edu.my/id/eprint/54147/ http://psasir.upm.edu.my/id/eprint/54147/1/Electronic%20word%20of%20mouth.pdf

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