One Good Tweet Deserves Another: Essays on Firm Response to Positive Word of Mouth through Social Media
abstract: In two thematically related chapters, I explore the benefits incurred as companies actively respond to consumers who share positive word of mouth in digital environments (eWOM). This research takes a multi-method approach by first addressing the psychological impact of company response on...
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| Format: | Doctoral Thesis |
| Language: | English |
| Published: |
2017
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| Online Access: | http://hdl.handle.net/2286/R.I.45006 |