Results 1 to 10 of about 17,171 (209)
THE ROLE OF PURCHASE INTENTION ON MEDIATING THE RELATIONSHIP OF E-WOM AND E-WOM CREDIBILITY TO PURCHASE DECISION [PDF]
Russian Journal of Agricultural and Socio-Economic Sciences, 2019 The aim of this study is explaining the impact of E-WOM (e-WOM) and e-WOM credibility towards purchase decision, with purchase intention as a mediator variable.
Arta I G.S., Yasa N.N.K.
doaj +2 more sources
Dynamic impact of E-WOM and green discourse on green hotel supply chain performance with time lag effect. [PDF]
PLoS ONEThis paper investigates a signal online channel green hotel supply chain comprising a green small and medium-sized hospitality enterprise (GSMHE) responsible for offline electronic Word-of-Mouth (e-WOM) promotion and green service efforts, and an online ...
Lujie Hao, Bingkun Lin, Yaping Zhu
doaj +2 more sources
E-WOM effect through social media and shopping websites on purchase intention of smartphones in India [PDF]
Innovative Marketing, 2022 This study analyses the comparative effects between E-WOM on online shopping platforms and social networking platforms on consumers’ purchase intention of smartphones in India. The E-WOM effect on buying intention has become an important context for many
Asif Iqbal +3 more
doaj +1 more source
Fashion Events and e-WOM [PDF]
Event Management, 2022 The aim of this article is to gain a deeper understanding of fashion events marketing from a sponsor's perspective and its influence on customers and society. We firstly seek to investigate what are the main marketing objectives of brands when they decide to sponsor fashion events; secondly, what are the main factors to enhance customer engagement ...
José L. Ruiz-Alba +3 more
openaire +1 more source
The role of social media marketing and brand equity on e-WOM: Evidence from Indonesia [PDF]
International Journal of Data and Network Science, 2023 This study investigated the impact of social media marketing on Garuda Indonesia's airline customers' brand equity (awareness, image, and loyalty) and online word-of-mouth during the epidemic (E-WOM). In part of the study, 100 frequent Instagram
Johar Samosir +9 more
doaj +1 more source
E-wom's Role in Driving Purchase Intention during Covid-19 Pandemic
Jurnal Bisnis dan Manajemen, 2022 Testimonials are one of the marketing tools that can have a big impact on consumers. Testimony is a form of electronic word of mouth (E-wom) where the information contained in E-wom will be very important as a reference for consumers when they want to ...
Dewi Mustikasari Immanuel +1 more
doaj +1 more source
Multidimensionality of visual social media marketing and its impact on customer purchase intention on the real estate market [PDF]
Innovative Marketing, 2023 The modern real estate industry, including real estate market in Jordan, is highly competitive and challenging. This descriptive study aims to examine the effect of visual social media marketing (VSMM) on customer purchase intentions of Jordanian real ...
Jassim Al-Gasawneh +4 more
doaj +1 more source
Jurnal Manajemen Teori dan Terapan, 2023 Objective: This study aims to examine the effectiveness of positive electronic word of mouth (e-WOM) in influencing the purchase intention of the cosmetic retailer and the role of review helpfulness, customers' trust in e-WOM, and the role of brand ...
Lulu Puspita Anggraini, Nurdin Sobari
doaj +1 more source
Performance, 2023 This research was carried out with the purpose of analyzing the involvement of e-WOM on the purchase intention of Oppo products on the YouTube channel Gadgetin.
Gayuh Dwi Prakoso +2 more
doaj +1 more source
IMPACT OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH (E-WOM) ON PURCHASE INTENTION
Jurnal Aplikasi Manajemen, 2022 The present quantitative research is intended to conduct an investigation into the effect of social media marketing and electronic word of mouth (E-WOM), especially on Instagram, on the purchase intention of Sunday Bowl Cereal Club products.
Kania Oktaviana Winarno +1 more
doaj +1 more source