How Do We Measure the Impact of Word-Of-Mouth on Social Networking Sites?
This study examines the extant literature on electronic word-of-mouth, identifying gaps in the research and highlighting the need for a comprehensive model in order to measure the effect of communications. Subsequently, a holistic conceptual framework is developed in order to explore the operation of word-of-mouth on social networking sites.
Citation:
Delane Osborne, Graham Ferguson, and Sonia Dickinson (2020) ,"How Do We Measure the Impact of Word-Of-Mouth on Social Networking Sites? ", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 104-107.
Authors
Delane Osborne, Curtin University
Graham Ferguson, Curtin University
Sonia Dickinson, Curtin University
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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