The Mediation Role of Review Helpfulness, Customers Trust, and Brand Attitude Towards Positive e-WOM and Purchase Intention in Cosmetic Shopping Experience
Objective: This study aims to examine the effectiveness of positive electronic word of mouth (e-WOM) in influencing the purchase intention of the cosmetic retailer and the role of review helpfulness, customers' trust in e-WOM, and the role of brand attitude as a mediator in the relationship....
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Universitas Airlangga
2023-04-01
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| Series: | Jurnal Manajemen Teori dan Terapan |
| Subjects: | |
| Online Access: | https://e-journal.unair.ac.id/JMTT/article/view/42345 |