Global ETD Search
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Showing 1 to 1 of 1 for “"Werbewirkungsforschung"”.
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Wirkungen von electronic-Word-of-Mouth-Empfehlungen bei misstrauischen Rezipienten : eine empirische Untersuchung unter Betrachtung der Empfehlungskongruenz sowie der Botschaftsargumentation
This research investigates effects of suspicion of ulterior motives in the context of electronic word-of-mouth communication. In particular, it is examined how two recommendation characteristics, recommendation congruity and message sidedness, affect consumers' motive attributions, their attitudes …