Understanding the role of sweet and bitter eWoM on purchase behaviour of Indian consumers for a technological product
Varsha Jain, Jasbeersingh Arora, Ganesh B.E. and Dhruvinkumar Chauhan
| Year of publication: |
2016
|
|---|---|
| Authors: | Jain, Varsha ; Arora, Jasbeersingh ; Ganesh B. E. ; Chauhan, Dhruvinkumar |
| Published in: |
Middle East journal of management : MEJM. - Genéve [u.a.] : Inderscience Enterprises, ISSN 2050-3636, ZDB-ID 2734434-4. - Vol. 3.2016, 2, p. 144-163
|
| Subject: | eWoM | electronic word of mouth | sweet eWoM | bitter eWoM | purchase behaviour | Indian consumers | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Indien | India | Social Web | Social web |
| 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/10011636849