Does Gender Matter for Electronic Word-of-Mouth Interactions in Social Media Marketing Strategies? An Empirical Multi-Sample Approach

Does Gender Matter for Electronic Word-of-Mouth Interactions in Social Media Marketing Strategies? An Empirical Multi-Sample Approach

Considering social media’s expansion worldwide, marketing academics and marketers emphasize the need to consider electronic word of mouth (eWOM) for strategic marketing decisions. However, there is limited research regarding the ways in which male and female consumers engage in eWOM behaviors. This...

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Bibliographic Details
Main Authors: Simona Vinerean, Alin Opreana, Camelia Budac, Diana Marieta Mihaiu
Format: Article
Language:English
Published: MDPI AG 2025-04-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
eWOM
social media
gender
customer satisfaction
customer loyalty
PLS-SEM
Online Access:https://www.mdpi.com/0718-1876/20/2/79
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