Analyzing the Role of Apparel E-Retailer’s Brand Reputation in Moderating the Influence of Social Media Marketing and Electronic Word of Mouth
This study aims to explore how social media marketing (SMM) and electronic word of mouth (eWOM) influence consumers' online purchase intentions, considering the mediating role of conviction and the moderating role of e-retailer apparel brand reputation. Using a quantitative approach, the study...
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| Main Authors: | , |
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| Format: | Article |
| Language: | Indonesian |
| Published: |
Universitas Negeri Semarang
2024-12-01
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| Series: | Management Analysis Journal |
| Subjects: | |
| Online Access: | https://journal.unnes.ac.id/journals/maj/article/view/17077 |
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