Attitude 2 Inoculation 2 Persuasion 2 Attitude change 1 Attitude inoculation 1 Attitude resistance 1 B2B and B2C contexts 1 Big data 1 C-OAR-SE 1 Change 1 Co-creation 1 Deep learning 1 E-commerce 1 E-commerce in Vietnam 1 Electronic word-of-mouth 1 Health 1 Hotel online customer reviews 1 Immunisation 1 Machine learning model 1 Marketing 1 Negativity bias and loss aversion 1 Online conversion rate 1 Online marketing 1 Relationship marketing 1 Resistance 1 Role-playing scenarios 1 Service-dominant logic, service-logic 1 Structural equation modelling 1