What is it about?
WOM in online context have new limits, especially for negative expressions This research explores comments online that go way beyond expressing disagreement with the company statements. Now companies face cynical eWOM.
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Why is it important?
By conducting an empirical research on line, this reearch contributes to WOM literature, and explores trust on CSR campaigns.
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This page is a summary of: When eWOM becomes cynical, International Journal of Consumer Studies, April 2016, Wiley,
DOI: 10.1111/ijcs.12254.
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