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THE IMPACT OF ELECTRONIC WORD-OF-MOUTH (eWOM) ON NEW CUSTOMER ACQUISITION : A Study of How Online Customer Reviews Affect New Downloads of Mobile Applications
(Åbo Akademi, 2019)
This thesis explores the impact of electronic word-of-mouth (eWOM), focusing primarily on the user reviews of mobile apps by customers on the decisions of prospective mobile app customers to download mobile apps. The aim ...