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

• Main Authors: Goh, Pei Yong., Goh, Michelle Shu Zhen., Lin, Danqing.
• Other Authors: Lam Shun Yin
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Internet
• Online Access: http://hdl.handle.net/10356/43723
• Institution: Nanyang Technological University

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...