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Keywords: Social eWOM
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Journal Articles
Social eWOM: does it affect the brand attitude and purchase intention of brands?
Available to Purchase
Journal:
Management Research Review
Management Research Review (2017) 40 (3): 310–330.
Published: 20 March 2017
.../approach A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 311 respondents comprising users of Facebook. Findings The research established...
