With whom do consumers interact?

Purpose The purpose of this study is to investigate the effects of congruent and incongruent anonymous comments posted to an online health news article on personal risk perception. This association is examined through testing the moderating roles of perceived similarity and approval ratings, and the...

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Veröffentlicht in:	Journal of social marketing 2020-01, Vol.10 (1), p.18-37
Hauptverfasser:	Duong, Hue Trong, Nguyen, Long Thang Van, Vu, Hong Tien
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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