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1-2 of 2
Keywords: Electronic word of mouth
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Journal Articles
A meta-analysis of the factors affecting eWOM providing behaviour
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (4): 1067–1102.
Published: 24 November 2020
...Elvira Ismagilova; Nripendra P. Rana; Emma L. Slade; Yogesh K. Dwivedi Purpose Numerous studies have examined factors influencing electronic word of mouth (eWOM) providing behaviour. The volume of extant research and inconsistency in some of the findings makes it useful to develop an all...
Journal Articles
Cross‐national differences in e‐WOM influence
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (11-12): 1689–1707.
Published: 09 November 2012
... decisions) is greater for negative than positive e‐WOM comments. On this basis and on balance we postulate: H2. The effect of negatively valenced e‐WOM messages on consumers' purchase decisions is greater than that of positively valenced e‐WOM messages. Electronic word of mouth Reviews...
