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- W2956045321 abstract "The emergence of mobile communication has resulted in many messaging applications (e.g., WhatsApp, Line, Telegram, Viber). Such applications enable consumers to make brand related conversations; this process being called mobile word of mouth (m-WOM). Yet, both consumers and mobile message application providers are not fully conversant with the antecedents and consequences of m-WOM. Therefore, the purpose of this research is to explore both the antecedents and consequences of m-WOM in mobile messaging applications. With this aim, we have developed a theoretical framework of m-WOM by applying information credibility, trust, and attitude, which were considered to be the most robust components, to understand consumer behaviours. In this study, an online survey of 385 respondents was conducted by using structural equation modelling (SEM). The theoretical model developed in this study enables a deeper understanding of m-WOM for future research purposes." @default.
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- W2956045321 date "2020-01-01" @default.
- W2956045321 modified "2023-10-14" @default.
- W2956045321 title "Mobile word of mouth (mWOM) in mobile messaging applications: An exploration of its antecedents and consequences" @default.
- W2956045321 doi "https://doi.org/10.1504/ijbis.2020.10019642" @default.
- W2956045321 hasPublicationYear "2020" @default.
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