Electronic word-of-mouth (eWOM) on WeChat: examining the influence of sense of belonging, need for self-enhancement, and consumer engagement on Chinese travellers' eWOM

'Friends' circles' on WeChat have helped make eWOM more easily accessible and influential than ever. Drawing from the social identity theory, literature on consumer engagement and eWOM, this study presents the first research that examines the influence of two personality traits, sense...

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Veröffentlicht in:	International journal of advertising 2019-01, Vol.38 (1), p.26-49
Hauptverfasser:	Chu, Shu-Chuan, Lien, Che-Hui, Cao, Yang
Format:	Artikel
Sprache:	eng
Schlagworte:	China electronic word-of-mouth (eWOM) Social media WeChat
Online-Zugang:	Volltext
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