Ewa Maslowska

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Personalizing communication means creating persuasive messages that refer to aspects of a person's self. Although the use of personalization is increasing, research on its effectiveness is limited and the results are mixed. This study examined the persuasiveness of personalized e-mail newsletters in terms of increased attention, cognitive activity,(More)
Marketing scholars and practitioners have long recognized that the power of electronic negative wordof-mouth (e-NWOM) can influence brand revenues and firm performance, but most previous studies have only examined the effect of viewing. This study is one of the initial attempts to test the effects of eNWOM on both posters and viewers. We also test the(More)
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