The effect of eWOM on brand attitude and purchase intention of consumers : a cross-sectional study on consumer electronics
Chetna Kudeshia and Arun Mittal
| Year of publication: |
2016
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|---|---|
| Authors: | Kudeshia, Chetna ; Mittal, Arun |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Olney, Bucks. : Inderscience Enterprises, ISSN 1477-5212, ZDB-ID 2151676-5. - Vol. 10.2016, 3, p. 131-151
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| Subject: | electronic word-of-mouth | purchase intention | brand attitude | consumer behaviour | social networks | India | Facebook | Twitter | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Virales Marketing | Viral marketing | Markenimage | Brand image | Indien | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Markenartikel | Brand | Kaufentscheidung | Purchase decision | Soziales Netzwerk | Social network |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011665134