"Is a Positive Review Always Effective? Advertising Appeal Effect in the ..."

Jing Li, E. W. T. Ngai, Xin Xu (2015)

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type: Conference or Workshop Paper

metadata version: 2021-12-16

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Jing Li, E. W. T. Ngai, Xin Xu:
Is a Positive Review Always Effective? Advertising Appeal Effect in the Persuasion of Online Customer Reviews. PACIS 2015: 164

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