Palabras clave
recipient characteristics
fresh agricultural products
product attitude
product involvement
Cómo citar
Resumen
Propósito: La valencia del boca a boca (WOM) denota el impacto favorable de un WOM positivo en los resultados de marketing. Sin embargo, los estudios han demostrado que la WOM negativa puede tener una mayor influencia. Por lo tanto, este estudio tiene como objetivo explorar el impacto del WOM online negativo (OWOM) en el marketing.
Citas
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