Electronic word-of-mouth in online brand communities : drivers and outcomes
Current study advances the understanding of electronic word-of-mouth (eWOM) in the context of online brand communities (OBC) embedded in social media. The focal concept of this thesis is OBCeWOM, which represents a behavioural manifestation of OBC engagement – a growing stream of research in the bra...
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University of Glasgow
2017
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.712675 |