Which review can make you engage? : the effect of reviewer-reader similarity on consumer-brand engagement
Senhui Fu, Qing Yan, Guangchao Charles Feng, Jiamin Peng
| Year of publication: |
2021
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|---|---|
| Authors: | Fu, Senhui ; Yan, Qing ; Feng, Guangchao Charles ; Peng, Jiamin |
| Published in: |
Journal of global information management. - Hershey, Pa. : IGI Global, ISSN 1533-7995, ZDB-ID 2070054-4. - Vol. 29.2021, 6, Art.-No. 50, p. 1-27
|
| Subject: | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.4018/JGIM.20211101.oa50 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012614613