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Keywords: Communication theory
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Journal Articles
The influence of eWOM. Analyzing its characteristics and consequences, and future research lines
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2021) 25 (2): 239–259.
Published: 04 August 2021
...Khaoula Akdim Purpose This study, first, reviews the existing literature on electronic word-of-mouth (eWOM) and, using communication theory, examines its impact on its readers’ decision-making processes. Second, this paper aims to propose some elements of eWOM communications that might be further...
