ISSN : 1229-067X
Consumers like to share their experiences with products and services through a variety of different communication channels. Since the advent of social media, they often communicate with others via social network site, blogs, and other online channels. While previous studies have mainly investigated the antecedents of consumers’ positive word-of-mouth (WOM) intentions and behaviors over social media, it still remains unclear how online communication channels affect consumer behavioral intention such as purchase intention. In this article, a stochastic model is presented to examine the relative effectiveness of online channels in improving marketing performance. The empirical results show that two-way channel has stronger impact on purchase intention than one-way channel.
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