The influence of homophily and social identity on eWOM in streaming consumption behaviour
Iker Oquiñena,
Joaquín Sánchez,
Abel Monfort
Abstract:Purpose
The purpose of this paper is to identify the influence of homophily and social identity in eWOM adoption and influence on music consumption in streaming platforms. The study also proposes a framework for eWOM influence on product consumption.
Design/methodology/approach
Data were collected through an electronic questionnaire with a total of 524 valid responses. A partial least square methodology was used to approach the data analysis.
Findings
The findings indicate that both homophily and social id… Show more
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