Electronic Word of Mouth engagement in social commerce platforms: An empirical study
The aim of this study is to investigate the factors that encourage customer engagement with Electronic Word of Mouth (eWOM) from the perspective of information characteristics, consumer behaviour, consumer motives, technological and social factors. Drawing from the Elaboration Likelihood Model (ELM)...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
SAGE Publications Ltd
2020
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/91158/ http://dx.doi.org/10.1177/0266666919867488 |
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| Institution: | Universiti Teknologi Malaysia |