Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

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Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

Purpose: In spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers'...

書目詳細資料
發表在:	Journal of Research in Interactive Marketing
主要作者:	2-s2.0-85107844018
格式:	Article
語言:	English
出版:	Emerald Group Holdings Ltd. 2021
在線閱讀:	https://www.scopus.com/inward/record.uri?eid=2-s2.0-85107844018&doi=10.1108%2fJRIM-04-2020-0072&partnerID=40&md5=514e859d211cb261e5bb4a0130b45ef6

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