Out-of-Group or In-Group E-WOM affects Consumer Purchasing Decision?

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...

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Bibliographic Details
Main Authors:	Handranata Yunita Wijaya, Herlina Maria Grace, Tanaya Ekacitta Liman, Setiawan Renaldy
Format:	Article
Language:	English
Published:	EDP Sciences 2023-01-01
Series:	E3S Web of Conferences
Online Access:	https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02117.pdf

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