Influence of online consumer reviews on brand choice
Social interaction encourages consumers toshare information in the digital age. Many consumers use online reviews of products and services to supporttheir brand choice. The concept ofreference group explains how peers can influence consumer purchasedecisions. Peers can exert influence onconsumers in...
محفوظ في:
| المؤلف الرئيسي: | |
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| التنسيق: | text |
| اللغة: | English |
| منشور في: |
Institutional Knowledge at Singapore Management University
2018
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| الموضوعات: | |
| الوصول للمادة أونلاين: | https://ink.library.smu.edu.sg/lkcsb_research/6220 https://ink.library.smu.edu.sg/context/lkcsb_research/article/7219/viewcontent/Influence_of_Online_Consumer_Reviews_on_Brand_Choice.pdf |
| الوسوم: |
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| المؤسسة: | Singapore Management University |
| اللغة: | English |