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Menampilkan 1–2 dari 2 artikel
The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Purchase Intention: The Mediating Role of Trust
Chengxuan Wang
; Yaqi Zhang
International Journal of Economics, Management and Accounting
Vol 3
, No 1
(2026)
The development of information and communication technology has significantly transformed consumer behavior, particularly in the process of searching for information prior to making a purchase. One rapidly growing phenomenon is Electronic Word-of-Mouth (eWOM), which refers to informal communication among consumers through digital platforms such as social media, online forums, and product review websites. eWOM is considered more credible than traditional advertising because it originates from rea...
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A Study on Music Consumption Behavior and Marketing Strategies on the TikTok Platform
Chengxuan Wang
; Yaqi Zhang
; Yifan Zhang
; Xiaoyu Fan
International Journal of Economics, Commerce, and Management
Vol 3
, No 1
(2026)
The development of digital technology has significantly transformed music consumption and marketing strategies in the creative industry. The shift from physical media to digital platforms, especially short-form video-based social media like TikTok, has created a new ecosystem that emphasizes interactivity, community participation, and organic music distribution. TikTok allows users to incorporate song snippets into creative content, positioning music as both entertainment and a symbol of digital...
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