Unlocking Purchase Intentions: The Impact of Social Media Marketing and E-WOM on Scarlett Products

Unlocking Purchase Intentions: The Impact of Social Media Marketing and E-WOM on Scarlett Products

The Indonesian cosmetics market is becoming increasingly competitive, with local brands such as Scarlett, gaining significant traction through social media. Previous studies report mixed findings regarding the influence of social media marketing and E-WOM on consumer purchase intentions. This study...

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Bibliographic Details
Main Authors: Nanang Dwi Praatmana, Ag. Sunarno H., Sutono
Format: Article
Language:Indonesian
Published: Universitas Negeri Semarang 2024-09-01
Series:Management Analysis Journal
Subjects:
social media marketing
e-wom
brand trust
consumer engagement
purchase intention
Online Access:https://journal.unnes.ac.id/journals/maj/article/view/24133
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https://journal.unnes.ac.id/journals/maj/article/view/24133

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