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Do Online Gossipers Promote Brands?
Online gossip has been recognized as small talk on social networking sites (SNSs) that influences consumer behavior, but little attention has been paid to its role. This study makes three theoretical predictions: (a) propensity to gossip online leads to greater information value, entertainment value...
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| Main Authors: | , , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Mary Ann Liebert, Inc.
2013
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| Assuntos: | |
| Acesso em linha: | https://ncbi.nlm.nih.gov/pmc/articles/PMC3582278/ https://ncbi.nlm.nih.gov/pubmed/23276259 https://ncbi.nlm.nih.govhttp://dx.doi.org/10.1089/cyber.2012.0283 |
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