Pasternak, Oleksandra; Veloutsou, Cleopatra; … - In: Journal of Product & Brand Management 26 (2017) 4, pp. 415-428
Purpose This study aims to explore the nature of electronic word-of-mouth (eWOM) and the key drivers of this consumer-generated brand communication, focusing on eWOM in the context of social media communications. Design/methodology/approach The study uses inductive qualitative design, and the...