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1. 1. The Anonymous Friend: Effects of eWOM Sources' Personal Identifying Information

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Carl Saidac; Magnus Wahlström; [2014]
   Keywords : eWOM; Online Reviews; Personal Identifying Information PII ; Source Disclosure; Video eWOM;

   Abstract : Thanks to technology development, the concept of word-of-mouth has been given a new meaning. Electronic word-of-mouth allows a single message from an unknown sender to be seen and interpreted by millions of people on the Internet. READ MORE