The effects of eWOM volume and valence on product sales – an empirical examination of the movie industry
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DOI: 10.1080/02650487.2018.1535225
Abstract: Abstract The present research examines how quantitative and qualitative aspects – volume and valence – of eWOM on various social media platforms in the movie industry, along with other forms of marketing communications (e.g. advertising… read more here.
Keywords: volume valence; valence; movie industry; volume ... See more keywords