Porto, Rafael; Watanabe, Eluiza Alberto de Morais; … - 2021
Purpose: The research compared the effect of electronic word-of-mouth advertising (e-WOM) and brand strength in … significant influencer of the purchase decision: (1) being a strong brand induced by the company's efforts or (2) other consumers … strong or weak brand purchasing decisions with the positive, negative, or neutral presence of e-WOM for a product (smartphone …