What is it about?
This study expands knowledge of individual (personality traits) and country similarities and differences across France, Germany, and the U.S. and how they affect earned media (WoM and eWoM) influence.
Featured Image
Read the Original
This page is a summary of: Personality effects on WoM and eWoM susceptibilty – a cross-country perspective, International Marketing Review, April 2022, Emerald,
DOI: 10.1108/imr-11-2020-0272.
You can read the full text:
Contributors
Be the first to contribute to this page
