THE INFLUENCE OF INFORMATION SOURCE CHARACTERISTICS OF SNS ON ONLINE CSR eWOM ACCEPTANCE AND ATTITUDES TO THE COMPANY

Hyijae Song; Ha Youn Kim; Yuri Lee

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THE INFLUENCE OF INFORMATION SOURCE CHARACTERISTICS OF SNS ON ONLINE CSR eWOM ACCEPTANCE AND ATTITUDES TO THE COMPANY

Hyijae Song, Ha Youn Kim, Yuri Lee

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/314937

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Global Marketing Conference

2016 Global Marketing Conference at Hong Kong (2016.07)
pp.365-370

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

초록

The expertise, trustworthiness and attractiveness of the information source all positively influence information recipients’ eWOM (Electronic Word-of-Mouth), acceptance of CSR messages, as well as their attitudes to the company.

키워드

information source characteristic SNS online CSR eWOM attitude to the company

저자

Hyijae Song(Seoul National University, Republic of Korea)
Ha Youn Kim(Seoul National University, Republic of Korea)
Yuri Lee(Seoul National University/Research Institute of Human Ecology, Republic of Korea)

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