The influence of homophily and social identity on eWOM in streaming consumption behaviour
Purpose – The purpose of this paper is to identify the influence of homophily and social identity in eWOM adoption and influence on music consumption in streaming platforms. The study also proposes a framework for eWOM influence on product consumption. Design/methodology/approach – Data were collect...
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| Principais autores: | , , |
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| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
Emerald Publishing
2025-03-01
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| Serier: | Spanish Journal of Marketing-ESIC |
| Fag: | |
| Online adgang: | https://www.emerald.com/insight/content/doi/10.1108/SJME-05-2023-0131/full/pdf |
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