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YOUR WORDS INSPIRE ME! THE INFLUENCE OF WORD-OF-MOUTH MARKETING: FROM THE PERSPECTIVE OF “EMOTION AS SOCIAL INFORMATION (EASI) MODEL”
2020 Global Marketing Conference at Seoul (2020.11)
pp.1475-1482
pp.1475-1482
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
키워드
목차
ABSTRACT
Introduction
Literature Review
The classification of electronic word of mouth marketing (EWOMM) vs. Traditional word of mouth (WOM)
The effectiveness of EWOMM
Social information process theory and the emotions as social information model
The emotions as social information model
Parasocial relationships and interaction
Conceptual Research Framework
REFERENCE
Introduction
Literature Review
The classification of electronic word of mouth marketing (EWOMM) vs. Traditional word of mouth (WOM)
The effectiveness of EWOMM
Social information process theory and the emotions as social information model
The emotions as social information model
Parasocial relationships and interaction
Conceptual Research Framework
REFERENCE
저자
