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Keywords: eWOM sentiment
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2020) 38 (1): 89–102.
Published: 28 August 2019
... the empirical gap in SNS-based eWOM research by providing support for brand-related eWOM sentiment as a significant motivational factor triggering consumers’ engagement in brand value co-creation and brand trust change on SNSs as well as purchase intention. We also identified consumer mavenism as a potential...
