The impact of electronic word-of-mouth communication: A literature analysis and integrative model
The impact of electronic word-of-mouth communication: A literature analysis and integrative model
Christy M. K. Cheung,D. Thadani
2012 · DOI: 10.1016/j.dss.2012.06.008
Decision Support Systems · 1,667 citaten
TLDR
This study conducted a systematic review of eWOM research and identified key factors related to the major elements of the social communication literature and built an integrative framework explaining the impact of e WOM communication on consumer behavior.