The mediating effect of brand image on the relationship between E-WOM and purchase intention: the case study of FOREO skin-care devices
Electronic Word of Mouth (eWOM) is increasingly prominent in marketing communication tools. Online buyers tend to research more on the product before deciding to purchase. This paper examines the mediating effect of eWOM on FOREO skin-care device purchase intention in Vietnam, focusing on the mediat...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2471532 |
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