Original paper
Understanding Consumer Attitudes Toward Web-based Communication Tools
Abstract
<p>Motivated by the growing role of online transactions and Web-related Word-Of-Mouth (WWOM) in the consumer behavior domain, we propose a theoretical model that relates two antecedents (consumers’ community and content ownership) to attitudes toward four WWOM tools (Viral Marketing, Consumer-Produced Ads, Consumer Web Logs, and Collaborative Filters). The model and related hypotheses are empirically tested with the structural equation...
Paper Details
Title
Understanding Consumer Attitudes Toward Web-based Communication Tools
Published Date
May 25, 2016
Volume
8
Issue
3
Pages
1 - 1
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History