Antecedents of and their effect on trust in online word-of-mouth case Finnish discussion forums
The growing importance of digital marketing communications and digital marketing channels has raised challenges in understanding this new environment and consumers’ action within it. Objective of this study was to explore the dynamics of online word-of-mouth and consumers’ trust formation towards...
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| Other Authors: | , , , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2011
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/36814 |