Exploring the disseminating behaviors of eWOM marketing: Persuasion in online video

Electronic Commerce Research

Volumn 12, Issue 2, 2012, Pages 201-224

  Hsieh, Jung Kuei ^a   Hsieh, Yi Ching ^a   Tang, Yu Chien ^a  

^a NATIONAL CENTRAL UNIVERSITY   (Taiwan)

Author keywords

eWOM; Humor; Multimedia effect; Online video; Persuasive intent; Viral marketing

Indexed keywords

EID: 84859899270     PISSN: 13895753     EISSN: 15729362     Source Type: Journal    
DOI: 10.1007/s10660-012-9091-y     Document Type: Article

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