Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook
This study examines how social identity affects the generation of electronic word-of-mouth (eWOM). We develop a structural equation model (SEM) comprising self-enhancement, social capital, and social presence as explanatory variables of social identity. We propose that, through these variables, the...
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| Main Authors: | , , |
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| Format: | article |
| Language: | EN |
| Published: |
Taylor & Francis Group
2020
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| Subjects: | |
| Online Access: | https://doaj.org/article/5526f99b69b648cfa836bf67d97a4623 |
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