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Title
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Examining the effect of persuasive message of beauty vloggers on information acceptance of eWOM and purchase intention : the study of consumers of beauty products in Jabodetabek, Indonesia
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Author
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Abstract
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| Beauty vlogger, as an influencer on YouTube, provides a change in consumer purchase behaviour. Beauty vlogger is a new platform of eWOM providing honest feedback towards skincare and cosmetics products. This study aimed to examine the effect of beauty vlogger through the persuasive eWOM Message, based on the construct of argument quality, source credibility, source attractiveness, and sources perception on information acceptance of eWOM. This study also evaluated the impact of information acceptance of eWOM on purchase intention through Vlogger in the Beauty Industry. This research used an online questionnaire from 400 female respondents who were the subscribers or the viewers of beauty vlogger with the age ranging from 15 to 25 years old. Data were analyzed using Structural Equation Modeling. The results showed that based on the construct of the Persuasive eWOM message, source credibility was the only variable which had no effect on Information Acceptance of eWOM. However, information acceptance of eWOM and source credibility had a direct effect on purchase intention. |
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Language
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English
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Source (journal)
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Pertanika journal of social science & humanities
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Publication
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2020
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ISSN
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0128-7702
2231-8534
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Volume/pages
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28
:2
(2020)
, p. 763-775
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ISI
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000543251700003
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Full text (open access)
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