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Keywords: Museums
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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
...Alberto Azuara-Grande; José Ramón Sarmiento-Guede; María García-de-Blanes-Sebastián; Daniel Corral-de-la-Mata Purpose This study aims to investigate the influence of electronic Word-of-Mouth (eWOM) on museum visitors’ decision-making, with a particular focus on Generation Z. It aims to analyze how...
