The Effect of eWOM Sources on Purchase Intention: The Moderating Role of Gender
The electronic word of mouth (eWOM) has emerged as a communication tool that significantly influences consumers’ attitudes and purchasing behavior in the online market. Research indicates that the effect of eWOM sources, such as (strong ties, weak ties, and influencers) varies in terms of perceived...
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| Autori principali: | , |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
MDPI AG
2026-01-01
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| Serie: | Journal of Theoretical and Applied Electronic Commerce Research |
| Soggetti: | |
| Accesso online: | https://www.mdpi.com/0718-1876/21/1/37 |
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