The influence of eWOM over Myanmar consumers' purchase intention of cosmetic products : focused on the moderating role of social tie strength
Zarni Htuna, Jusik Park, Zhang Hai
| Year of publication: |
2020
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|---|---|
| Authors: | Htuna, Zarni ; Park, Jusik ; Hai, Zhang |
| Published in: |
Journal of international trade & commerce. - Seoul, South Korea : Korea International Trade Research Institute, ISSN 1738-8112, ZDB-ID 2920574-8. - Vol. 16.2020, 4, p. 75-94
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| Subject: | eWOM | Purchase Intention | Quality of eWOM | Quantity of eWOM | Social Tie Strength | Source Credibility | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Myanmar | Soziales Netzwerk | Social network |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.16980/jitc.16.4.202008.75 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012592567