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Keywords: Social identity
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2025) 29 (2): 207–228.
Published: 04 July 2024
...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...
