"My Friends say: Best Product Ever!" The Critical Role of Source Credibility and Product Type for Positive vs. Negative Online Review Influence

Wolfgang Jonas Weitzl, Elisabeth Wolfsteiner, Sabine Einwiller, Udo Wagner

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

Original languageEnglish
Title of host publicationProceedings of the 2016 Global Marketing Conference
Publication statusPublished - 2016
Externally publishedYes
Event2016 Globarl Marketing Conference (GMC) - Hong Kong, China
Duration: 21 Jul 201624 Jul 2016


Conference2016 Globarl Marketing Conference (GMC)
CityHong Kong

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