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Does gender matter? Acceptance and forwarding of electronic word of mouth: A moderated mediation analysis
2020
Management Science Letters
Presently, online users usually tend to use the Internet to get some details information and forward their purchasing experience on social media platforms. This activity helps other users create their own purchasing plans simpler. However, there are not many studies on accepting and forwarding e-WOM. This paper examines the effect of EWOM elements containing tie strength, message credibility, and source credibility on acceptance of e-WOM (AEWOM). The study also investigates the effects of other
doi:10.5267/j.msl.2019.12.019
fatcat:5b26qjockrbndogqbeubo4bbsy