Published 2014
“…However, there are still a minimum number of studies conducted in Malaysia regarding the influence of eWOM towards film, especially the
Malay film production. Hence, the aims of this study are to understand the function of eWOM, to explore whether eWOM is a better influence in Malay film marketing rather than the traditional Malay film promotions, and to study how eWOM influences the Malay film industry that underwrites the development of the Malay film industry. …”
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Thesis