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Affiliate eWOM: exploring in the purchase intention of beauty and personal care products

Davood GhorbanzadehIslamic Azad University Tehran North Branch Department of Management and Social Science, , Tehran,Teddy ChandraInstitute of Business and Technology Pelita Indonesia Department of Management and Master of Management, , Pekanbaru,Harikumar PallathadkaManipur International University Department of Research and Development, , Imphal,A. Abdalmmir RadieThe Islamic University Department of Management, College of Islamic Science, , Najaf, and Department of Management, College of Islamic Science, The Islamic University of Al Diwaniyah, Al Diwaniyah, IraqSharofiddin SharipovTashkent State Pedagogical University named after Nizami Department of Management, , Tashkent,KDV PrasadSymbiosis International University Hyderabad Department of Research, Symbiosis Institute of Business Management, , Hyderabad, and Symbiosis International (Deemed University), Pune, India

International Journal of Pharmaceutical and Healthcare Marketingjournal2025en

ABI

Annotatsiya

Purpose Particularly in the rapidly expanding beauty and personal care sector, affiliate electronic word of mouth (eWOM) from affiliates has grown to be a dependable and trustworthy source of information. Guided by Signaling Theory, this paper aims to conduct a comprehensive analysis to understand the intricate dynamics of affiliate eWOM within the context of Iranian beauty and personal care products. Design/methodology/approach The study polled 330 consumers who have purchased beauty and personal care products in Iran. Data were gathered using a convenience sample, and the partial least square structural equation modeling model was used to examine and assess the hypotheses. Findings The results demonstrated a significant impact of information quality, rating, helpfulness and number of reviews, along with user-generated videos and photos, on the customer’s actual purchase and intention to purchase the beauty and personal care products. However, the ranking and recency of reviews do not significantly contribute to the stated relationship. Originality/value This research is first of its kind to analyze affiliate eWOM cues in the case of cosmetics e-commerce.

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Mavzular

Digital Marketing and Social Media Technology Adoption and User Behaviour Sharing Economy and Platforms

Identifikatorlar

DOI: 10.1108/ijphm-06-2024-0062

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