Electronic word-of-mouth (eWOM) : The relationship between anonymous and semi-anonymous eWOM and consumer attitudes
Abstract Introduction Word-of-mouth (WOM) is based on personal recommendations where the sender is known by the consumer, thus, the persuasive nature of WOM is attributed to trust between the sender and the receiver of a message. Electronic word-of-mouth (eWOM) however, eliminates the consumer’s abi...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics
2012
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18145 |