Quyen Phu Thi Phan; Pilík, Michal - In: Journal of business economics and management 19 (2018) 2, pp. 382-398
Electronic word of mouth (eWOM) has paid attention to the phenomenon of marketing strategy because of the power of online comments to behavioural consequences. The key challenge for scholars and practitioners is to explore why consumers would like to give positive reviews of products and...