Out-of-Group or In-Group E-WOM affects Consumer Purchasing Decision?
The aim of this study is to explore the influence of the two types of e-WOM, out-of-group (influencer marketing and customer review) and in-group (reference group). This study uses a quantitative approach. Data were obtained from 176 respondents who are familiar and active in online shopping in Indo...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2023-01-01
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| Series: | E3S Web of Conferences |
| Online Access: | https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02117.pdf |