Travel posts on WeChat moments : a model for eWOM effectiveness
Year of publication: |
2020
|
---|---|
Authors: | Jiang, Yangyang ; Rao, Yong ; Balaji, M. S. ; Xu, Dan Xian |
Published in: |
Tourism analysis : an interdisciplinary tourism & hospitality journal. - [Elmsford, NY] : Cognizant Communication Corporation, ISSN 1943-3999, ZDB-ID 2267000-2. - Vol. 25.2020, 1, p. 123-136
|
Subject: | Electronic word-of-mouth (eWOM) effectiveness | Content richness | Receiver expertise | Perceived ease of use | Online social interaction | Social Web | Social web | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour |
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