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Keywords: Marketing mavenism
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Journal Articles
Aslib Journal of Information Management (2026) 78 (2): 449–469.
Published: 13 December 2024
... – social media usage behaviour, marketing mavenism and need to evaluate – are the most important antecedents of the intention to write product reviews and comments online, either positive or negative. From the product related factors, only brand trust influences the propensity to provide eWOM. Furthermore...
