Browsing Faculty of Business by Subject "Observational learning"
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Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance (Elsevier, 2016-09)Electronic word-of-mouth (eWOM) is often tracked in volume and valence metrics, but the topic of conversation may vary from the brand to its advertising to purchase statements. How do these different topics affect company ...
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