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Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus

Regulatory FocusTechnology Acceptance ModelInteractive MarketingMessage AdoptionManagementConsumer ResearchMarketing CommunicationUser AcceptanceSocial InfluenceTechnology AdoptionKnowledge ManagementCommunicationConsumer AppealMarketingPersuasionSubjective Knowledge