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Keywords: Electronic word-of-mouth (eWOM)
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Journal Articles
A moderated mediation model of situational context and brand image for online purchases using eWOM
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Journal of Product & Brand Management (2023) 32 (4): 661–672.
Published: 23 December 2022
...Le Nguyen Hoang; Le Thanh Tung Purpose The moderating role of situational context in the effects of electronic word-of-mouth (eWOM) on online purchase intention through brand image has found sparse empirical support. This study thus aims to examine whether situational context affects the direction...
