... purchase intention ( PI ), and also test the moderating role of electronic word-of-mouth (eWOM). Methodology The quantitative study used structural equation modeling and Hayes’ PROCESS macro to analyze a survey sample of 512 Gen Z consumers. Findings The key findings indicate that attitude, SN, PBC...

... as an important concept in marketing literature. This study aims to investigate the role of parasocial interactions ( PSI ) in generating the bandwagon effect, using the parallel mediation of vicarious expression and electronic word of mouth (eWOM). Design/methodology/approach Framed within the context...

...Skania L. Geldres-Weiss; Inés Küster; Natalia Vila Purpose The purpose of this paper is, first, to predict eWOM volume based on emoji presence in a tweet, amount of emojis in a tweet and time frame (posting date ex ante COVID-19 or posting date ex post COVID-19) influences. And second, to identify...

...Iker Oquiñena; Joaquín Sánchez; Abel Monfort Purpose The purpose of this paper is to identify the influence of homophily and social identity in eWOM adoption and influence on music consumption in streaming platforms. The study also proposes a framework for eWOM influence on product consumption...

... willingness to engage in eWOM and pay a price premium. Practical implications The results of the present study guide marketing practitioners for the segmentation of target consumers, as the information on consumers’ natural needs and desires in a socio-cultural context is of significant use to fashion...

...Khaoula Akdim Purpose This study, first, reviews the existing literature on electronic word-of-mouth (eWOM) and, using communication theory, examines its impact on its readers’ decision-making processes. Second, this paper aims to propose some elements of eWOM communications that might be further...

...Rosa M. Hernández-Maestro Purpose Companies are adopting a more active role in managing their online reputations by using electronic word of mouth (eWOM) and often responding directly to customer reviews. Therefore, companies need to understand the effects of management responses to customer...

...Rafael Anaya-Sánchez; Rocío Aguilar-Illescas; Sebastián Molinillo; Francisco J. Martínez-López Purpose The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM...

...-enhancement moderates the influence of content creation on eWOM and WOM behaviors. Relationship quality is a control variable in our model. Because relationship quality captures customers’ positive feelings about a company (Alves et al., 2019), it may also be related to other variables...

...Antoni Serra-Cantallops; José Ramon-Cardona; Fabiana Salvi Purpose The purpose of this paper is to examine the role that positive emotional experiences play in the generation of electronic word-of-mouth (eWOM) and the influence both variables have, together with customer satisfaction and brand...