Abstract:Despite discussions on strong and growing influence of electronic word-of-mouth (eWOM) on consumer decisions, there is insufficient effort to validate negative eWOM as a key source of causal data towards mobile consumer switching behaviour. Studies have indicated strong negative eWOM leads to high degree of influence on switching behaviour (Zhang et al., 2015). However, these studies are based on consumers’ survey response on how the negative eWOM impacts their decisions with emphasis on the strength and valen… Show more
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