Effect of electronic word-of-mouth (EWOM) message tone on brand attitude.

• المؤلفون الرئيسيون: Goh, Pei Yong., Goh, Michelle Shu Zhen., Lin, Danqing.
• مؤلفون آخرون: Lam Shun Yin
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2011
• الموضوعات: DRNTU::Business::Marketing::Internet
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/43723

Electronic Word of Mouth (EWOM) is communication directed at other consumers about ownership, usage, or characteristics of particular goods and services or their sellers conducted via the Internet. Many researchers have studied the effects of the negative and positive EWOM on consumers’ purchase dec...