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Keywords: Electronic word-of-mouth (eWOM)
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Journal Articles
Journal:
Kybernetes
Kybernetes (2023) 52 (12): 6440–6466.
Published: 19 September 2022
...Jizi Li; Yue Yu; Chunling Liu; Xudong Deng Purpose This paper aims to examine the optimal promotion strategy of an e-retailer, who may advertise, or launch rebates initiative to encourage consumers' disseminating electronic word-of-mouth (eWOM) messages, with an aim to boost product sales...
