Electronic Word of Mouth engagement in social commerce platforms: An empirical study

• Main Authors: Ali, Yusuf Sahabi, Che Hussin, Ab. Razak, Mohamed Dahlan, Halina
• Format: Article
• Published: SAGE Publications Ltd 2020
• Subjects: HB Economic Theory
• Online Access: http://eprints.utm.my/id/eprint/91158/; http://dx.doi.org/10.1177/0266666919867488
• Institution: Universiti Teknologi Malaysia

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)...