How perceived eWOM in visual form influences online purchase intention on social media A research based on the SOR theory

Image for article How perceived eWOM in visual form influences online purchase intention on social media A research based on the SOR theory
News Source : Plos.org

News Summary

  • This study explores how visual electronic word-of-mouth (eWOM) on social media influences online purchase intention
  • Using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from 335 social media users, this study examines the effects of visual eWOM’s quality, quantity, and credibility on consumer perceptions, attitudes, and ultimately their purchase intentions
1. IntroductionIn the contemporary digital landscape, saturated with visual content, the influence of visual communication is profound [1]. Recent statistics highlight its profound influence, with [+95332 chars]

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