The influence of eWOM over Myanmar consumers' purchase intention of cosmetic products : focused on the moderating role of social tie strength
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
|
Subject: | eWOM | Purchase Intention | Quality of eWOM | Quantity of eWOM | Social Tie Strength | Source Credibility | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Soziales Netzwerk | Social network |
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