๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Boards should have their own voice


Publisher
John Wiley and Sons
Year
1997
Weight
368 KB
Volume
1997
Category
Article
ISSN
1061-4249

No coin nor oath required. For personal study only.


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This study examined the impact of messages on a discussion forum regarding a consumer's brand evaluation and attitude toward the Web owner. Four hypotheses were developed based on consumer behavior theories. An experiment using a 2ร—3ร—2 between participants factorial design was conducted to test the