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    Interactive Impact of EWOM Message Characteristics and Format on Brand Evaluation and Online Brand Engagement: Towards an Integrative Framework

    Access Status
    Fulltext not available
    Embargo Lift Date
    2025-12-20
    Authors
    Alqahtani, Abdulaziz S.
    Date
    2023
    Supervisor
    Piyush Sharma
    Russel Kingshott
    Type
    Thesis
    Award
    PhD
    
    Metadata
    Show full item record
    Faculty
    Business and Law
    School
    School of Management and Marketing
    URI
    http://hdl.handle.net/20.500.11937/94169
    Collection
    • Curtin Theses
    Abstract

    With the rapid rise in the popularity and usage of social media platforms and the associated sharing of electronic word of mouth (EWOM), many questions about its impact on customers’ attitudes and behaviours still need to be answered. This research aims to explore the interactive effect of message characteristics (valence and credibility) and message formats (text, picture, audio-visual and audio) on brand evaluation and online brand engagement, utilising the elaboration likelihood model (ELM) of persuasion theory.

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