WOM Or eWOM, Is There A Difference?: An Extension of the Social Communication Theory to Consumer Purchase Related Attitudes
While traditional word of mouth (WOM) and electronic word of mouth (eWOM) have both been shown to highly impact consumer behavior, there is a deficit in our knowledge of how they compare to one another. My dissertation research addresses the lack of empirical studies that compare WOM promotion in th...
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| Format: | Others |
| Language: | en |
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LSU
2017
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| Online Access: | http://etd.lsu.edu/docs/available/etd-05232017-212626/ |