The Relationship Between Electronic Word-of-Mouth and Consumer Engagement: An Exploratory Study

There has been a significant shift in the purchase of media by brands in the last decade. Brands have moved from spending money on the ever-present television and print media to the ubiquitous digital media of today. Consumers, however, are wary of marketing communications from companies and prefer...

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Veröffentlicht in:	IIM Kozhikode society & management review 2021-01, Vol.10 (1), p.66-81
Hauptverfasser:	Srivastava, Mukta, Sivaramakrishnan, Sreeram, Saini, Gordhan K.
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumers
Online-Zugang:	Volltext
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