Digital Whisperers: Decoding the E-WOM and Credibility Cocktail Driving Purchase Intentions

Digital Whisperers: Decoding the E-WOM and Credibility Cocktail Driving Purchase Intentions

This research explored the conduct of online purchases in the digital sector through an integrative process, using collections of variables seldom seen in previous studies. The study cantered on the effect of eWOM, message source credibility, perceived risk, and group influence on real purchasing i...

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Bibliographic Details
Main Authors: Tehseen Azhar, Abu Huraira Muhammad, Sabeen Sheeraz, Usman Asim Madani
Format: Article
Language:English
Published: Institute of Business Management 2024-12-01
Series:International Journal of Experiential Learning & Case Studies
Subjects:
eWoM
Purchase Intention
Perceived Risk
Source Credibility
Online Access:https://journals.iobm.edu.pk/index.php/ijelcs/article/view/1240
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