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Tong (Tony) Bao
Long Island University
3Publications
1H-index
27Citations
Publications 3
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#1Tong (Tony) Bao (LIU: Long Island University)H-Index: 1
#2Tung-lung Steven Chang (LIU: Long Island University)H-Index: 5
Last.Sue H. Moon (SUNY: State University of New York System)H-Index: 1
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AbstractLeading digital technology companies have shown a strong interest in enabling children to send electronic word of mouth (eWOM). Recasting children from passive to active participants in mar...
1 CitationsSource
#1Tong (Tony) BaoH-Index: 1
Last.Alex Jiyoung KimH-Index: 1
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#1Tong (Tony) Bao (LIU: Long Island University)H-Index: 1
#2Tung-lung Steven Chang (LIU: Long Island University)H-Index: 5
It has become increasingly important for companies to utilize electronic word of mouth (eWOM) in their marketing campaigns for desired product sales. Identifying key eWOM disseminators among consumers is a challenge for companies. WOM is an interpersonal communication in which a sender spreads a message to receivers. Previously, researchers and practitioners have searched for opinion leaders by examining senders and receivers due to limited records on WOM message. Our study identifies three type...
26 CitationsSource
1