The Emotional Edge of Skincare Brands in Online Reviews: Impact on Purchase Decisions

The Emotional Edge of Skincare Brands in Online Reviews: Impact on Purchase Decisions

Objective: This study aims to investigate the impact of online reviews on the intention to purchase skincare products in Indonesia, emphasizing emotional value as a novel moderating factor in this relationship. Research Design & Methods: The study employs a quantitative research design using a s...

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Bibliographic Details
Main Authors:	Makruf Kausar Mulyana, Chrisanty V. Layman
Format:	Article
Language:	English
Published:	Universitas Islam Nahdlatul Ulama Jepara 2024-12-01
Series:	Journal of Management and Entrepreneurship Research
Subjects:	emotional value online reviews purchase intention skincare products source credibility
Online Access:	https://doi.org/10.34001/jmer.2024.12.05.2-52
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