Word of mouse vs word of influencer? : an experimental investigation into the consumers' preferred source of online information

Raja Ahmed Jamil and Abdul Qayyum

Year of publication:	2022
Authors:	Jamil, Raja Ahmed ; Qayyum, Abdul
Published in:	Management research review. - Bingley : Emerald, ISSN 2040-8277, ZDB-ID 2538372-3. - Vol. 45.2022, 2, p. 173-197
Subject:	Experimental design \| Information language \| Marketing management \| Purchase decision \| Skepticism toward online information \| Word of mouse \| YouTube influencer \| Konsumentenverhalten \| Consumer behaviour \| Experiment \| Virales Marketing \| Viral marketing \| Kaufentscheidung \| Informationsverhalten \| Information behaviour \| Online-Handel \| Online retailing \| Online-Marketing \| Internet marketing

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