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Keywords: Negative reviews
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2021) 25 (2): 239–259.
Published: 04 August 2021
... negative reviews. Then, the careful choice of platforms on which companies promote their products/services. Finally, the role of artificial intelligence in increasing the effectiveness of eWOM in the hospitality industry. Originality/value This paper integrates – grounded on communication theory – results...
