Investigating how brand image and attitude mediate consumer susceptibility to eWOM and purchase intention : comparing enterprise-owned vs. third-party online review websites using multigroup analysis
Sanjeev Kumar, Rajesh Rajaguru, Lin Yang
| Year of publication: |
2024
|
|---|---|
| Authors: | Kumar, Sanjeev ; Rajaguru, Rajesh ; Yang, Lin |
| Subject: | attribution theory | Consumer susceptibility to eWOM | Contagion theory | eWOM platforms | Multigroup analysis | Purchase intention | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Markenimage | Brand image | Website | Online-Handel | Online retailing | Online-Marketing | Internet marketing | Social Web | Social web |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2024.104051 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015125130