International Contexts of Social Media and e-WoM Communication in the Customer Decision-Making Process
Purpose: The main purpose of the paper is to identify the importance of social media in e-WoM (electronic word of mouth) in relation to the two stages of consumer behavior, pre-purchase and post-consumption, in groups of different gender and countries. The article answers three research questions....
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| Format: | Article |
| Language: | English |
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Kozminski University
2018-07-01
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| Series: | Journal of Management and Business Administration, Central Europe |
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| Online Access: | https://mbace.eu/resources/html/article/details?id=175130 |