Investigating the Theory of Planned Behaviour in the health care electronic word-of-mouth environment. A sender's perspective.

Abstract

This paper presents a new approach to model in an integrative manner the sender’s motivations to engage in electronic word of mouth (eWOM) communication following the Theory of Planned Behaviour (TPB) principles in health... [ view full abstract ]

Authors

  1. Victor Lorin Purcărea ("Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania)
  2. Raluca Gheorghe ("Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania)
  3. Consuela Madalina Gheorghe ("Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania)

Topic Area

Consumer Behaviour Track: Click here for the Consumer Behaviour track

Session

PT1-P » Poster (16:00 - Tuesday, 7th July)

Paper

Purcarea__Gheorghe__Gheorghe_307_A4.pdf

Presentation Files

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