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Keywords: Message credibility
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2017) 35 (5): 594–610.
Published: 07 August 2017
...Sabita Mahapatra; Abhishek Mishra Purpose The purpose of this paper is to examine the influence of source credibility, message credibility and tie strength, on acceptance and subsequent forwarding of electronic word of mouth (EWOM). Forwarding EWOM (FEWOM) also depends on personality traits, which...
