Impact of e-WOM on user’s purchase intention in film industry
Elamri Trabelsi, Rym
Impact of e-WOM on user’s purchase intention in film industry - 2021.
33
This study explores whether e-WOM impacts internet users’ purchase intention of a movie ticket. Additionally, it examines the moderating role of involvement on e-WOM–purchase intention relationship. The obtained results show that e-WOM influences positively purchase intention. The same study highlights that involvement moderates significantly and positively the link existing between e-WOM and purchase intention.
Impact of e-WOM on user’s purchase intention in film industry - 2021.
33
This study explores whether e-WOM impacts internet users’ purchase intention of a movie ticket. Additionally, it examines the moderating role of involvement on e-WOM–purchase intention relationship. The obtained results show that e-WOM influences positively purchase intention. The same study highlights that involvement moderates significantly and positively the link existing between e-WOM and purchase intention.
Réseaux sociaux