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• W2088697777 abstract "Abstract In this article, using data from a survey of 218 consumers across two samples, we propose a measurement scale for word of mouth (e‐WOM scale) in the context of electronic service. A battery of statistical tests reveals that the WOM construct encompasses four dimensions: WOM intensity, positive valence WOM, negative valence WOM, and WOM content. Our proposed e‐WOM scale can be used as a strategic tool for business managers aiming to improve their word‐of‐mouth marketing strategies. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd." @default.
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• W2088697777 date "2010-03-01" @default.
• W2088697777 modified "2023-10-07" @default.
• W2088697777 title "e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context" @default.
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• W2088697777 doi "https://doi.org/10.1002/cjas.129" @default.
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