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
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|---|---|
| Authors: | Kumar, Sanjeev ; Rajaguru, Rajesh ; Yang, Lin |
| Published in: |
Journal of retailing and consumer services. - Amsterdam : Elsevier Science, ISSN 0969-6989, ZDB-ID 2020784-0. - Vol. 81.2024, Art.-No. 104051, p. 1-12
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| 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 |
| 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