Asymmetric Persuasive Effects of Gain- and Loss-related Messages in Electronic Word of Mouth
Sign Up to like & getrecommendations! Published in 2017 at "International Journal of Biometrics"
DOI: 10.5539/ijbm.v12n12p82
Abstract: This study examines the aggregate effect of electronic word mouth (eWOM) communications containing multiple messages of different type on brand attitude. It focuses on the moderating role of individuals’ regulatory focus and message proportion in… read more here.
Keywords: electronic word; gain loss; message; loss related ... See more keywords