Customers’ perceived eWOM, eWOM involvement, and purchase intention in social media marketing: an extension of information adaptation model

Customers’ perceived eWOM, eWOM involvement, and purchase intention in social media marketing: an extension of information adaptation model

This study explores how rapport and eWOM involvement influence purchase intention using the Information Adoption Model (IAM). A quantitative survey (N = 434) analyzed via PLS-SEM reveals that homophily, customer expertise, and rapport positively impact perceived eWOM credibility, eWOM involvement, a...

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Bibliographic Details
Main Authors: Tusher Ghosh, Shamima Easmin Shanta, Md. Abdul Alim
Format: Article
Language:English
Published: Taylor & Francis Group 2025-12-01
Series:Cogent Business & Management
Subjects:
Social media marketing
rapport
eWOM
eWOM involvement
eWOM credibility
Marketing
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2025.2534526
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https://www.tandfonline.com/doi/10.1080/23311975.2025.2534526

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