Electronic word of mouth: exploring the consumer perspective
The aim of the paper is to review the phenomena of traditional word of mouth and electronic word of mouth based on consumer behaviour perspective. Customers are increasingly using social media in their purchase decisions. Scholars have shown that positive electronic word of mouth has a significantly...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
IJABM
2016
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/54147/1/Electronic%20word%20of%20mouth.pdf |