Results 141 to 150 of about 361 (169)

The Impact of Social Media Engagement and E-WOM on Brand Loyalty: The Mediating Role of Social Media Influencer and Moderating Effect of Brand Credibility

Social Science Review Archives
In current market that is more competitive and digitally oriented, brands are persistently exploring how to create a better type of consumer loyalty and involvement. Social media has become one of the useful brand communication tools, and social media participation and e-WOM are determined as the key elements of consumer attitudes and behaviors toward ...
null Dr. Syed Farhan Gillani, null Muzzammil Shaheer Hassan   +1 more
openaire   +1 more source

Overendorsement as a Double-Edged Sword:How Influencer Excess Drives Negative e-WOM, Credibility Loss, and Consumer Avoidance​

This study investigates the impact of influencers’ Overendorsement on consumer behaviors’ towards the brands and influencers. We also examine the mediating role of negative e-WOM and the moderating role of congruence. Study 1 employed a mixed-method approach to investigate consumer perceptions of Overendorsement via the Critical Incident Technique (CIT)
Nila Armelia Windasari, Audi Febiony, Hasna Rizki Mardhiana   +2 more
openaire   +1 more source

The Influence of Influencer Credibility, Social Media Marketing, and E-Wom on Brand Image and Its Impact on Intention to Purchase Local Skincare Among Gen Z (Study on Somethinc Local Skincare)

International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM)
This study focuses on local skincare products and aims to expand the current understanding by examining the impact of social media marketing, influencer credibility, and e-word-of-mouth on brand image and its influence on Generation Z consumers’ propensity to purchase local skincare products. This kind of study is quantitative and uses an online survey
Yulizar, Salma Putri, Usman, Osly, Krissanya, Nofriska   +2 more
openaire   +2 more sources

WOM credibility and eWOM credibility and their consequences for engagement

International Journal of Business Environment, 2022
Diana Escandon
exaly  

The Influence of Trust, Message Content, and Recommendation on e-WOM Credibility and Its Impact on Purchase Intentions in e-Marketplace

Proceedings of the International Conference on Industrial Engineering and Operations Management, 2023
openaire   +1 more source

Electronic word of mouth (e-WOM) in tourism industry: a bibliometric analysis

International Journal of Tourism Policy, 2023
Jitender Kumar
exaly  

The Effect of Source Credibility about Online Restaurant Information on Information Usefulness, Acceptance of e-WOM and Behavior Intention

International Journal of Tourism and Hospitality Research, 2016
Dong-keun Lee, Tae-kyun Na
openaire   +1 more source

The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM. Results of a binational study

Journal of Fashion Marketing and Management, 2022
Donata Tania Vergura, Giada Mainolfi
exaly  

CSR communication on social media: the impact of source and framing on message credibility, corporate reputation and WOM

Corporate Communications, 2022
Isabel Rodríguez-De-Dios
exaly  

It’s all about the brand: place brand credibility, place attachment, and consumer loyalty

Journal of Brand Management, 2021
Bernd F Reitsamer
exaly