Will great power come with great responsibility only? : a dual model of consumer power and negative wom on social media review platforms
Caleb Huanyong Chen, Yilin Huang, Yang Liu and Kaiwen Gao
| Year of publication: |
2023
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|---|---|
| Authors: | Chen, Caleb Huanyong ; Huang, Yilin ; Liu, Yang ; Gao, Kaiwen |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 8, p. 1138-1167
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| Subject: | brand awareness | compensation | negative WOM | power | prosocial motivation | self-enhancement | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2023.2216197 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014369756