How eWord of mouth valences affect price perceptions
(2018)
Journal Article
Liang, W. K., & Corkindale, D. (2019). How eWord of mouth valences affect price perceptions. International Journal of Market Research, 61(1), 50-63
The influence of electronic Word of Mouth (eWOM) on consumers' perceptions of price, allowing for consumers having different price acceptability levels, was examined through nine online experiments. Three valences of eWOM were systematically examined... Read More about How eWord of mouth valences affect price perceptions.