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Keywords: Perceived social media power
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Journal Articles
The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM
Available to Purchase
Journal:
Journal of Asia Business Studies
Journal of Asia Business Studies (2022) 16 (4): 652–675.
Published: 29 July 2021
... relationship factors that can strengthen the effect of brand hate on negative eWOM. The purpose of this study is to integrate the emerging concept of brand hate and perceived social media power with the theory of planned behavior (TPB) to expand the understanding of negative eWOM. Design/methodology...
