Electronic word of mouth engagement model in social commerce

• Main Authors: Ali, Y. S., Hussin, A. R. C., Dahlan, H. M.
• Format: Conference or Workshop Item
• Published: 2019
• Subjects: HD Industries. Land use. Labor
• Online Access: http://eprints.utm.my/id/eprint/89995/; https://dx.doi.org/10.1007/978-3-319-99007-1_91
• Institution: Universiti Teknologi Malaysia

Customer engagement in electronic word of mouth (eWOM) has attained a sizable focus from both practitioners and the academia. With the growth of the e-commerce industry and the proliferation of social media as a marketing tool, a new business paradigm has been created termed social commerce (s-comme...