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Keywords: eWOM
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Journal Articles
Global Knowledge, Memory and Communication 1–19.
Published: 07 July 2026
... important cultural differences in brand-cause viral communication campaigns. Originality/value This paper identifies positive content arguments that motivate ad virilisation, and negative content arguments that inhibit ad sharing and intention to eWOM. It also focuses on cross-cultural differences...
Includes: Supplementary data
Journal Articles
Global Knowledge, Memory and Communication (2025) 74 (11): 140–162.
Published: 24 January 2025
...Hasan A. Abbas; Kamel Rouibah; Nabeel Al-Qirim Purpose This study aims to explore the antecedent factors that directly and indirectly influence electronic word of mouth (eWoM) for social commerce (s-commerce) in two developing countries (e.g. Kuwait and the United Arab Emirates [UAE]) by extending...
Journal Articles
Global Knowledge, Memory and Communication (2025) 74 (1-2): 147–165.
Published: 19 January 2023
... 2022 20 11 2022 13 12 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Chatbots Online shopping Virtual try-on technology eWOM Institutional mechanisms Interactive communication Continuous technological interactive...
