Resumen

MENDOZA-MOREIRA, Madelyn  y  MOLINER-VELAZQUEZ, Beatriz. Effects of word-of-mouth consultations in social networks on the purchase of cosmetics in Ecuador. estud.gerenc. [online]. 2022, vol.38, n.164, pp.358-369.  Epub 01-Sep-2022. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2022.164.5241.

Social networks have restructured the marketing communication paradigm. Recent research shows that the behavior of consulting reviews is acquiring a fundamental role in the purchase decision of consumers. In this context, the present study developed a research framework to determine the relationship among the variables social influence, word-of-mouth perceived credibility, word-of-mouth adoption, and purchase intention applied to the cosmetics industry in Ecuador. Through a sample of 406 customers and the application of the structural equation analysis method, the results evidence the connection between the variables proposed. Significant implications are presented for the communication management of the companies of the analyzed sector.

Palabras clave : social networks eWOM; social influence; eWOM perceived credibility; eWOM adoption; purchase intention.

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