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Keywords: Uses and gratification theory
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Journal Articles
Drivers of in‐group and out‐of‐group electronic word‐of‐mouth (eWOM)
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Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (7): 1067–1088.
Published: 19 July 2013
... on the social network paradigm and the uses and gratification theory (UGT) to propose and empirically test a conceptual framework of key drivers of two types of eWOM, namely in‐group and out‐of‐group. Design/methodology/approach The proposed model, which examines the impact of usage motivations on eWOM...
