Electronic word of mouth (eWOM) - how eWOM platforms influence consumer product judgement

Mira Lee & Seounmi Youn

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.

Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement

Mira LeeMichigan State University

Seounmi YounEmerson College

INTRODUCTION

Word of mouth (WOM) – interpersonal communication about products and services between consumers...

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