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Keywords: Reactive helping
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Journal Articles
Digging deeper into responsibility: an investigation of responses to online help-request marketing campaigns in social networking groups
Available to Purchase
Journal:
Information Technology & People
Information Technology & People (2024) 37 (2): 677–699.
Published: 28 February 2023
... instruments. Third, this study contributes to the research on WOM by demonstrating that individuals' response behaviors toward help-requests embedded in HMCs can take the form of proactive helping, reactive helping or inaction. 18 04 2022 27 10 2022 11 01 2023 31 01 2023 The norm...
