Why Do we Like Commenting and Sharing in Social Media? An Online Approach of Luxury Brand Communication
(2020)
Conference Proceeding
Lu, X., & Rahman, M. (2020). Why Do we Like Commenting and Sharing in Social Media? An Online Approach of Luxury Brand Communication. In 2018 Global Marketing Conference at Tokyo Proceedings (282-286). https://doi.org/10.15444/GMC2018.03.03.01
Using the framework of social support, we aim to examine factors influencing social Word-of-Mouth (WOM) adoption. The proposed research model will be tested among customers who are active in the existing active social media platforms and have had exp... Read More about Why Do we Like Commenting and Sharing in Social Media? An Online Approach of Luxury Brand Communication.