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1-4 of 4
Keywords: 电子口碑
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–18.
Published: 15 April 2026
... Confianza del consumidor Generación Z eWOM Moda sostenible Intención de compra 计划行为理论 感知新颖性 消费者信心 Z世代 电子口碑 绿色服装 购买意向 The clothing and apparel industry has seen a surge in conversations about sustainability challenges over the past decade. The fashion sector generates the second...
Journal Articles
Alberto Azuara-Grande, José Ramón Sarmiento-Guede, María García-de-Blanes-Sebastián, Daniel Corral-de-la-Mata
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–29.
Published: 13 April 2026
... sociales 电子口碑 信息接受模型 购买决策 博物馆 社交媒体 In today’s digital era, access to information has undergone an unprecedented transformation driven by rapid technological innovation. Consolidation of digital platforms have fundamentally reshaped how individuals create, access and share information...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (3): 375–396.
Published: 17 November 2025
... licence. Parasocial interaction Bandwagon effect Vicarious expression Influencer marketing EWOM Interacción parasocial Efecto de arrastre Expresión vicaria Marketing de influencers eWOM 拟社会互动 从众效应 替代性表达 网红营销 电子口碑 The increasing popularity of brands and products among...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2024) 28 (2): 126–143.
Published: 15 March 2022
... las cuestiones de investigación que deben abordarse en el futuro. 跨文化电子口碑研究:系统性文献回顾 摘要 目的 在互联网全球化以及移动手机的广泛使用的背景下, 不同文化背景的消费者都在贡献电子口碑(eWOM)。这使得电子口碑存在文化差异。然而, 还没有人试图对这个研究课题进行综合分析。本文的目的就是要弥补这一空白。 方法 本研究论文对目前关于跨文化eWOM的研究成果进行了系统的文献回顾。包括2006年至2021年发表的期刊文章。然后, 本研究提出了现有文献中的关键问题, 并提出了潜在的未来研究...
