What is it about?
Word-of-Mouth and Consumer Engagement
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Why is it important?
eWOM has been found to be a consequence of engagement in the marketing literature. Ever wondered it can also be an antecedent. Well, here is the paper which may let you ponder about the same with a twisted tale. In this paper, we have also proposed a new classification model of consumer engagement: 'The Valence Intensity Model of CE'.
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This page is a summary of: The Relationship Between Electronic Word-of-Mouth and Consumer Engagement: An Exploratory Study, IIM Kozhikode Society & Management Review, December 2020, SAGE Publications,
DOI: 10.1177/2277975220965075.
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