The three dimensions underlying consumers' engagement in ________ are tie strength, similarity among group members, and source credibility.
A) e-wom
B) impersonal communication
C) brand credibility
D) opinion leadership
E) publicity

Question

Quizplus · Accepted Answer

The three dimensions mentioned- tie strength, similarity among group members, and source credibility- are specifically related to e-wom or electronic word-of-mouth. Tie strength refers to the closeness of relationships among group members, similarity refers to the degree of similarity among members in terms of interests or characteristics, and source credibility refers to the trustworthiness and expertise of the source of the communication.

The Three Dimensions Underlying Consumers' Engagement in ________ Are Tie