Browsing ITLS Working Papers 2012 by subject "Online reviews; eWom; brand trust; willingness to purchase"
-
The relationship between brand trust, online customer reviews and willingness to purchase
Published 2012-04-01This research investigates how online customer reviews, a particular form of electronic word of mouth (eWOM), affect consumer decision-making (willingness to purchase) during a first time purchase of services or products. ...Working Paper