Browsing 09 School of Computing and Technology by Subject "Purchase intention, eReferral, Brand image, Gender"

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Browsing 09 School of Computing and Technology by Subject "Purchase intention, eReferral, Brand image, Gender"

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  • eWOM, eReferral and gender in the virtual community 
    Abubakar, Mohammed Abubakar; İlkan, Mustafa; Şahin, Pınar (Emerald Insight, 2016)
    Purpose – The purpose of this paper is to examine the influence of electronic referral (eReferral) marketing and electronic word-of-mouth (eWOM) on brand image and purchase intention, coupled with the moderating effect ...