Prestige and Dominance: How eWOM Differs Between Consumers High in Authentic and Hubristic Pride
Sign Up to like & getrecommendations! Published in 2022 at "Frontiers in Psychology"
DOI: 10.3389/fpsyg.2022.898946
Abstract: Electronic word-of-mouth (eWOM) influences consumers' purchase decisions, but few studies have investigated the antecedents that lead consumers to create different types of eWOM. From the perspective of social interactions, this research explored how two subtypes… read more here.
Keywords: dominance ewom; ewom; types ewom; pride ... See more keywords