Does valence of product review matter?: The mediating role of self-effect and third-person effect in sharing YouTube word-of-mouth (vWOM)

Nicky Chang Bi; Ruonan Zhang; Louisa Ha

doi:10.1108/JRIM-04-2018-0049

Does valence of product review matter? The mediating role of self-effect and third-person effect in sharing YouTube word-of-mouth (vWOM)

Nicky Chang Bi, Ruonan Zhang, Louisa Ha

School of Media and Communication

Bowling Green State University

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	79-95
Number of pages	17
Journal	Journal of Research in Interactive Marketing
Volume	13
Issue number	1
DOIs	https://doi.org/10.1108/JRIM-04-2018-0049
State	Published - Mar 11 2019

ASJC Scopus Subject Areas

Marketing

Keywords

Internet marketing

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10.1108/JRIM-04-2018-0049

Cite this

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title = "Does valence of product review matter?: The mediating role of self-effect and third-person effect in sharing YouTube word-of-mouth (vWOM)",

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AU - Ha, Louisa

PY - 2019/3/11

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Does valence of product review matter? The mediating role of self-effect and third-person effect in sharing YouTube word-of-mouth (vWOM)

ASJC Scopus Subject Areas

Keywords

Access to Document

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