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Keywords: Social network culture
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2022) 39 (7): 691–707.
Published: 09 September 2022
... that social capital-based drivers have a significant role underlying the eWOM engagement of consumers, while engagement in eWOM has a further effect on their purchase intentions. In this study, social network culture appears as the most dominant social driver of consumers’ engagement in eWOM, followed by tie...
