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2021年6月1日 · Electronic word-of-mouth (e-WOM) plays an important role in influencing Chinese consumers’ brand perceptions. While domestic social media managers are keen to understand how to protect their brands, their foreign counterparts are keen to reduce consumer ethnocentrism in order to gain a foothold in the Chinese market.

2021年9月22日 · The concept of electronic word-of-mouth (eWOM) was introduced in the mid-1990s, when the Internet was beginning to change the ways consumers interacted with each other. eWOM can be generally defined as consumers’ information sharing and exchange about a product or company via the Internet, social media, and …

2015年10月1日 · Sun et al. (2006) defined eWOM communication as “online opinion leadership” which stressed the process by which people (opinion leaders) influence the attitudes or behaviors of friends. It implies that eWOM communication is an act by which individuals exert powerful influences upon others.

2021年9月1日 · Customer education is a novel marketing communication strategy for companies to generate positive WOM for their brands. This research theorizes and empirically examines whether and how educating customers—a brand's efforts to enhance customers' product-related knowledge—affects customer word of mouth (WOM).

2020年5月1日 · Sun et al. provided the first empirical validation demonstrating that e-WOM exerts a positive impact on BE when considering consumer perceptions of domestic and foreign brands in an important...

Sun, Y., Gonzalez-Jimenez, H., & Wang, S. (2020). Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research. doi:10.1016/j.jbusres.2019.09.040

2011年8月1日 · By far the most famous short story in Korean literature is Shower (소나기 Sonagi, 1952) written by Hwang Sun-wŏn (1915-2000). For many Koreans it is the most representative story for portraying the sensibilities that are unique to Korean culture.

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