Understanding the role of sweet and bitter eWoM on purchase behaviour of Indian consumers for a technological product
Year of publication: |
2016
|
---|---|
Authors: | Jain, Varsha ; Arora, Jasbeersingh ; Ganesh B. E. ; Chauhan, Dhruvinkumar |
Published in: |
Middle East journal of management : MEJM. - Genéve [u.a.] : Inderscience Enterprises, ISSN 2050-3636, ZDB-ID 2734434-4. - Vol. 3.2016, 2, p. 144-163
|
Subject: | eWoM | electronic word of mouth | sweet eWoM | bitter eWoM | purchase behaviour | Indian consumers | Indien | India | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour |
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