Browsing by Author "Xu, YZ"
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Online Opinion Leadership in Negative eWOM Dissemination
Zhang, RM; Yap, SF; Xu, YZ (Australian and New Zealand Marketing Academy (ANZMAC), 2016)With the rise of online media channels, negative electronic word-of-mouth (e-WOM) can damage a well-established brand within a short time frame. Departing from the past research that focuses on positive WOM and offline ...