Be a part of it: promoting WOM, eWOM, and content creation through customer identification
Abstract
Purpose Customer identification leads to behaviors that are beneficial for firms. This paper aims to analyze the effect of firm identification and community identification on content creation, which indirectly may affect offline word of mouth and online word of mouth. Design/methodology/approach This paper proposes a research model that is tested using data from 491 users of online travel agencies. To do so, partial least squares method is used....
Paper Details
Title
Be a part of it: promoting WOM, eWOM, and content creation through customer identification
Published Date
Feb 24, 2020
Volume
24
Issue
1
Pages
55 - 72
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History