Management response to eWOM in rural lodging establishments
Purpose – Companies are adopting a more active role in managing their online reputations by using electronic word of mouth (eWOM) and often responding directly to customer reviews. Therefore, companies need to understand the effects of management responses to customer reviews. This study aims to exp...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2020-10-01
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| Series: | Spanish Journal of Marketing-ESIC |
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| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SJME-11-2019-0093/full/pdf?title=management-response-to-ewom-in-rural-lodging-establishments |