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Liu et al., 2023 - Google Patents

Reconceptualizing eWOM Communication: An Interactive Perspective

Liu et al., 2023

Document ID
10350004962000209230
Author
Liu H
Jayawardhena C
Publication year
Publication venue
The Palgrave Handbook of Interactive Marketing

External Links

Snippet

The pervasive use of digital technologies allows individual consumers to generate and obtain consumption-related information through digital media platforms, thereby catalyzing the emergence and penetration of electronic word of mouth (eWOM) in the consumer …
Continue reading at link.springer.com (other versions)

Classifications

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    • G06Q30/0217—Giving input on a product or service or expressing a customer desire in exchange for an incentive or reward
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