Drivers of in-group and out-of-group electronic word-of-mouth (eWOM)
(2013)
Journal Article
Abrantes, J. L., Seabra, C., Lages, C. R., & Jayawardhena, C. (2013). Drivers of in-group and out-of-group electronic word-of-mouth (eWOM). European Journal of Marketing, 47(7), 1067-1088. https://doi.org/10.1108/03090561311324219
Purpose: The purpose of this study is to address a recent call for additional research on electronic word-of-mouth (eWOM). In response to this call, this study draws on the social network paradigm and the uses and gratification theory (UGT) to propos... Read More about Drivers of in-group and out-of-group electronic word-of-mouth (eWOM).