Blar i BI Open på forfatter "Johansen, Kai Vegard"
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Social communication : the impact of online customer reviews on purchase intention
Johansen, Kai Vegard; Hovland, Filip Lundberg (Master thesis, 2013-02-13)Consumer-generated product reviews have proliferated online. Driven by the notion that customers’ decision to purchase a product is influenced by the information they obtain from online customer reviews, this thesis examines ...