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Can consumers be persuaded on brand microblogs? An empirical study
2018
Information & Management
Highlights This study examines whether consumers can be persuaded in brand microblogs. We propose three persuasion factors that positively affect community commitment. Perceived similarity and source credibility show bias effects on information quality.
doi:10.1016/j.im.2017.03.005
fatcat:l6kxzqwo4jfnrhyrf2lw564fwq