The influence of electronic word of mouth on cosmetics purchasing : the role of the social component and engagement
Madelyn Mendoza-Moreira, Beatriz Moliner-Velázquez, Gloria Berenguer-Contri and Irene Gil-Saura
| Year of publication: |
2025
|
|---|---|
| Authors: | Mendoza-Moreira, Madelyn ; Moliner-Velázquez, Beatriz ; Berenguer Contrí, Gloria ; Gil Saura, Irene |
| Published in: |
International journal of pharmaceutical and healthcare marketing. - Bradford : Emerald, ISSN 1750-6131, ZDB-ID 2280280-0. - Vol. 19.2025, 2, p. 209-227
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| Subject: | Adoption of eWOM | Cosmetics | Engagement with eWOM | Social influence | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Kosmetik |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IJPHM-01-2024-0004 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015419429