Life Cycle Model of Online Word-of-Mouth: Using the Movie Industry as an Example
碩士 === 中國文化大學 === 國際企業管理學系 === 102 === Taylor (2003) found that electronic word-of-mouth affects consumers’ choices of goods. Hence, many enterprises now deem electronic word-of-mouth as an important marketing tool. Electronic word-of-mouth is a dynamic phenomenon. How to measure its cycle is an imp...
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| Format: | Others |
| Language: | zh-TW |
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2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/7bys4r |