Online content consumption: Social endorsements, observational learning and word-of-mouth
The consumption of online content can occur through observational learning (OL) whereby consumers follow previous consumers’ choices or social endorsement (SE) wherein consumers receive content sharing from their social ties. As users consume content, they also generate post-consumption word-of-mout...
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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2019
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/sis_research/4825 https://ink.library.smu.edu.sg/context/sis_research/article/5828/viewcontent/Online_Content_Consumption_pv.pdf |
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| Institution: | Singapore Management University |
| Language: | English |