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Keywords: eWOM persuasiveness
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Journal Articles
Journal of Research in Interactive Marketing (2021) 15 (2): 181–199.
Published: 31 May 2021
... A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption...
