Electronic word of mouth (eWOM)

  title={Electronic word of mouth (eWOM)},
  author={Mira Lee and Seounmi Youn},
  journal={International Journal of Advertising},
  pages={473 - 499}
This study explores whether and how different online platforms to which electronic word of mouth (eWOM) communication is posted influence consumers’ judgements of reviewed products. Additionally, this study examines the moderating role of the valence of eWOM on the platforms–consumer product judgement relationship. Our findings indicated that, other things being equal, participants exposed to the review posted on the personal blog were more likely to attribute the review to circumstances and… Expand
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