Customers create customers!�Assessing the role of perceived personalization, online advertising engagement and online users' modes in generating positive e-WOM
Purpose: This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the fou...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
2022
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| Online Access: | http://scholars.utp.edu.my/id/eprint/33910/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-85139924066&doi=10.1108%2fAPJBA-11-2021-0569&partnerID=40&md5=d246bd16273edcab4291224e8ce50622 |
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