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The impact of willingness to engage in negative electronic word-of-mouth on brand attitude: a study of airline passengers in South Africa
Justin Beneke • Jodi Mill • Kalyssa Naidoo • Bradley Wickham
Volume 09 Issue 2 · 16 May 2015
Electronic word of mouth (eWOM) has provided consumers with the opportunity to offer their experiences and opinions to other consumers on a global scale. Both traditional word of mouth (WOM) and eWOM have been found to…