Electronic Word of Mouth (eWOM) is information shared on the Internet about a product, which allows people to receive information from others they may not otherwise encounter. Online product reviews are a type of eWOM where a user posts a comment about a product and selects an image to represent the self. The perception of the image and the text in the product review can influence source credib...

In recent years, Key Opinion Leader (KOL) marketing had successfully used the high popularity of KOLs to promote products, effectively combining social networking and opening a new model commerce. The three research objectives this study were; analyze influence consumers’ purchase intention on economy beauty brand influencers; explore influencing mechanisms among experience, perceived value, id...

Trust has often been identified as an important factor in Business-to-Consumer (B2C) electronic commerce. Lack of trust in online companies is a primary reason why many web users do not shop online. This study proposes a model of the determinants and effects of perceived company trustworthiness by first-time customers. The model is empirically tested using a questionnaire-based field study. The...

Abstract The present study proposes the conceptual model, which traces role of consumers’ high-quality consciousness, perceived brand equity, and luxury value perceptions on intention to purchase masstige brands tests it for moderating generational cohort membership (X-ers, Y-ers, Z-ers). To explore relationship between variables interest, we used a quantitative survey-based research design emp...

Measuring the quality of mobile shopping (m-shopping) system provides retailers with a greater understanding of what improvements need to be made along the way to increase purchase intention and organizational performance. M-shopping is an alternative sales channel available to optimize marketing investments as it can be tailored to customer’s purchase intention and ultimately to drive sales. T...

The purpose of this paper is to investigate the Romanian consumers' determinants of eWOM messages' perceived credibility in the context of health care services. We selected a sample of 127 women and we administered a questionnaire. We used the partial least squares to uncover the established relationships between the variables of the model, namely the argument strength and the source credibilit...