Keywords: Intergroup communication
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Journal Articles

Intended audience and valence of electronic word-of-mouth on social media: a study of Dutch consumers

Gauze Pitipon Kitirattarkarn, Weiting Tao, Wan-Hsiu Sunny Tsai
Journal: Internet Research
Internet Research (2021) 31 (3): 990–1017.
https://doi.org/10.1108/INTR-03-2020-0133
Published: 31 December 2020
... understanding of the factors impacting the valence and intended audience for eWOM sharing. The findings advance eWOM research by differentiating positive and negative eWOM sharing in the context of intergroup communication. Gauze Pitipon Kitirattarkarn can be contacted at: kitirat.p@gmail.com 10 03...
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