{"product_id":"the-effect-of-e-wom-on-purchase-intention-9786139594825","title":"The Effect of e-WOM on Purchase Intention","description":"\u003cp\u003e • Author(s): Reema Nofal\u003cbr\u003e • Publisher: LAP Lambert Academic Publishing\u003cbr\u003e • Publisher Imprint: LAP Lambert Academic Publishing\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003eScholars around the world have studied electronic word of mouth (e-WOM) heavily in the past decade. However, despite extensive knowledge of the effect of e-WOM on consumer behavior, there is still a lack of understanding of how the e-WOM source shapes those behaviors. There are many sources of e-WOM, the influence of which may have different outcomes when it comes to consumers' purchase intentions. Moreover, most studies have measured social tie strengths (strong\/weak) as one variable. Weak-tie e-WOM (W-tie) and strong-tie e-WOM (S-tie) are always studied in contrast to each other. The versus characteristics of these two constructs have been considered in almost all studies; however, they may work together via different mechanisms. This study split social ties into two separate constructs, W-tie and S-tie, while adding another source of e-WOM (celebrities e-WOM), and investigated how W-tie moderated the effect of S-tie and celebrity e-WOM on purchase intention, as well as the mediation effect of perceived value, perceived enjoyment, and affective response on purchase intention. A total of 983 valid responses were analyzed using SPSS and AMOS.\u003c\/p\u003e","brand":"LAP Lambert Academic Publishing","offers":[{"title":"Paperback","offer_id":47776264814743,"sku":"9786139594825","price":6921.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9786139594825.webp?v=1777995254","url":"https:\/\/atlanticbooks.com\/products\/the-effect-of-e-wom-on-purchase-intention-9786139594825","provider":"Atlantic Books","version":"1.0","type":"link"}