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Showing 1 to 1 of 1 for “"Consumer Product Attitudes"”.
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IMPACTS OF SOCIAL MEDIA COMMUNICATION ON CUSTOMER PRODUCT ATTITUDE AND POTENTIAL FOR WORD-OF-MOUTH
Current research has found evidence that consumer choices are driven by hedonic and utilitarian considerations, and that word-of-mouth is an effective strategy to influence consumers’ attitudes. However, few studies have been involved in how social media messages affect consumers when two different …