Online content consumption: Social endorsements, observational learning and word-of-mouth

• المؤلفون الرئيسيون: TANG, Qian, SONG, Tingting, QIU, Liangfei, AGARWAL, Ashish
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2019
• الموضوعات: Computer Sciences; E-Commerce; Social Media
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/sis_research/4825; https://ink.library.smu.edu.sg/context/sis_research/article/5828/viewcontent/Online_Content_Consumption_pv.pdf
• المؤسسة: Singapore Management University

The consumption of online content can occur through observational learning (OL) whereby consumers follow previous consumers’ choices or social endorsement (SE) wherein consumers receive content sharing from their social ties. As users consume content, they also generate post-consumption word-of-mout...