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Keywords: Associative learning
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Journal Articles
Whose online reviews have the most influences on consumers in cultural offerings? Professional vs consumer commentators
Available to Purchase
Journal:
Internet Research
Internet Research (2014) 24 (3): 353–368.
Published: 27 May 2014
... cultural offerings by drawing upon associative learning theory and social influence theory. Design/methodology/approach – This study used a 2 (cultural offerings: elite vs mass)×2 (commentators: professional vs consumer) between-participants factorial design to examine the proposed hypotheses...
