Antecedents of Electronic Word of Mouth (eWOM) Adoption in the Purchase of Cosmetics in Ecuador: Does Gender Moderate Relationships?

Antecedents of Electronic Word of Mouth (eWOM) Adoption in the Purchase of Cosmetics in Ecuador: Does Gender Moderate Relationships?

Social networks have emerged as a powerful tool for communication and marketing, enabling two-way user participation and fostering a conducive environment for electronic word of mouth (eWOM). This study examines how social influence, eWOM engagement, and perceived eWOM credibility affect its adoptio...

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Bibliographic Details
Main Authors: Madelyn Mendoza-Moreira, Beatriz Moliner-Velázquez, Gloria Berenguer-Contri, Irene Gil-Saura
Format: Article
Language:English
Published: MDPI AG 2025-05-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
gender
social influence
eWOM engagement
perceived credibility
eWOM adoption
Online Access:https://www.mdpi.com/0718-1876/20/2/88
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