Customer review or influencer endorsement: which one influences purchase intention more?
E-commerce has grown steadily since internet access became more available in the mid-1990s. Informativeness plays a key role in online shopping decisions. Potential customers usually collect useful information and do a comparison before considering the purchase. Electronic word-of-mouth (eWOM) is co...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2020-11-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844020323860 |