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With whom do consumers interact?: Effects of online comments and perceived similarity on source credibility, content credibility, and personal risk perception

Hue Trong Duong, Long Thang Van Nguyen, Hong Tien Vu
Journal: Journal of Social Marketing
Journal of Social Marketing (2020) 10 (1): 18–37.
https://doi.org/10.1108/JSOCM-02-2019-0023
Published: 29 October 2019
... 10 09 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Social marketing Risk perception Message credibility Online comments Online social influence Risk perception is an important construct in major behavioral change theories...
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