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Keywords: Online comments
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2020) 10 (1): 18–37.
Published: 29 October 2019
... ratings about the ear picking behavior. Data were collected from 391 young Vietnamese respondents. Findings The influence of online comments (congruent vs incongruent) on personal risk perception was mediated by source credibility and content credibility. Further, data showed a direct effect of online...
