HIGHLIGHTS
- What: Purpose - This research investigates the antecedents of positive and negative electronic word-of-mouth (eWOM) propensity as well as the impact of eWOM propensity on the intention to repurchase the product. Based on previous relevant findings from the knowledge domain, the authors integrate the following research hypotheses into the model proposed in this article. All these values meet the cutoff, so the model has a very good fit. The study shows that the intention to spread eWOM, either positive or negative, is positively associated with this attribute.
- Who: Individual and collaborators from the Department . . .
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