WOM source characteristics and message quality: the receiver perspective
نویسندگان
چکیده
منابع مشابه
The Bi-directional Relationship between Source Characteristics and Message Content
Much of what we believe we know, we know through the testimony of others (Coady, 1992). While there has been long-standing evidence that people are sensitive to the characteristics of the sources of testimony, for example in the context of persuasion, researchers have only recently begun to explore the wider implications of source reliability considerations for the nature of our beliefs. Likewi...
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ژورنال
عنوان ژورنال: Marketing Intelligence & Planning
سال: 2018
ISSN: 0263-4503
DOI: 10.1108/mip-10-2017-0249