• 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 ...