Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity

Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity

Youngtae Choi, Andrew Thoeni, Michael W. Kroff

Journal of Relationship Marketing, January 2018, Taylor & Francis
DOI: 10.1080/15332667.2018.1440140

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http://dx.doi.org/10.1080/15332667.2018.1440140