EXPRESS: Shaping Strategy in the Digital Age: The Impact of Consumer eWOM on Firm Strategic Emphasis
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DOI: 10.1177/10949968251352492
Abstract: This research explores how consumer electronic word of mouth (eWOM) influences a firm’s strategic emphasis, focusing on the distinct effects of positive and negative eWOM on value appropriation (e.g., advertising) versus value creation (e.g., R&D).… read more here.
Keywords: consumer ewom; consumer; strategic emphasis; firm strategic ... See more keywords