Understanding the Adoption of Incentivized Word-of-Mouth in the Online Environment
Nowadays, word-of-mouth is a very important component of e-commerce activity because consumers are very sensitive to other people’s opinions. Depending on the companies’ politics, these opinions can be incentivized or non-incentivized. One of the major dilemmas consists in establishing which kind of...
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| Hlavní autoři: | , , |
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| Médium: | Artigo |
| Jazyk: | Inglês |
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MDPI AG
2021-03-01
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| Edice: | Journal of Theoretical and Applied Electronic Commerce Research |
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| On-line přístup: | https://www.mdpi.com/0718-1876/16/4/56 |
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