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Keywords: Product acquisition
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Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (2): 315–330.
Published: 27 July 2023
...Chunfeng Chen; Depeng Zhang Purpose This research focuses on the role of product acquisition cues in positive word-of-mouth (PWOM) content on social media, comparing the characteristics of different sources of product acquisition (purchased vs. gifted) and exploring whether and how they affect...
