TY  - JOUR
AU  - Tobon, Sandra
AU  - García De Madariaga Miranda, Jesús
PY  - 2021
DO  - 10.3390/jtaer16040043
SN  - 0718-1876
UR  - https://hdl.handle.net/20.500.14352/7369
T2  - Journal of Theoretical and Applied Electronic Commerce Research
AB  - Opinion leaders and eWOM are becoming two of the most effective ways to launch a brand on social media by creating viral marketing. However, how much influence does an opinion leader’s eWOM (OL eWOM) have on consumer purchasing decisions? This...
LA  - eng
M2  - 748
PB  - MDPI
KW  - Opinion leader’ eWOM
KW  - Online consumer decisions
KW  - Product type
KW  - eWOM’ valence
KW  - Personal influence.
TI  - The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence
TY  - journal article
VL  - 16
ER  -