Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter
Work
Year: 2015
Type: article
Abstract: Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are e... more
Institution Brunel University of London
Cites: 78
Cited by: 87
Related to: 10
FWCI: 14.7
Citation percentile (by year/subfield): 96.32
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Sustainable Development Goal Decent work and economic growth
Open Access status: green