{"product_id":"the-effect-of-e-wom-on-reema-nofal-9786139594825","title":"The Effect of e-WOM on Purchase Intention","description":"Scholars around the world have studied electronic word of mouth (e-WOM) heavily in the past decade. However, despite extensive knowledge of the effect of e-WOM on consumer behavior, there is still a lack of understanding of how the e-WOM source shapes those behaviors. There are many sources of e-WOM, the influence of which may have different outcomes when it comes to consumers' purchase intentions. Moreover, most studies have measured social tie strengths (strong\/weak) as one variable. Weak-tie e-WOM (W-tie) and strong-tie e-WOM (S-tie) are always studied in contrast to each other. The versus characteristics of these two constructs have been considered in almost all studies; however, they may work together via different mechanisms. This study split social ties into two separate constructs, W-tie and S-tie, while adding another source of e-WOM (celebrities e-WOM), and investigated how W-tie moderated the effect of S-tie and celebrity e-WOM on purchase intention, as well as the mediation effect of perceived value, perceived enjoyment, and affective response on purchase intention. A total of 983 valid responses were analyzed using SPSS and AMOS.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Reema Nofal\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 6139594820\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9786139594825\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e LAP Lambert Academic Publishing\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/04\/2026\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 112\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.35lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.27d","brand":"Reema Nofal","offers":[{"title":"Paperback","offer_id":48874603544831,"sku":"9786139594825","price":77.0,"currency_code":"USD","in_stock":true}],"url":"https:\/\/www.whiterainbookhouse.com\/products\/the-effect-of-e-wom-on-reema-nofal-9786139594825","provider":"WR Book House","version":"1.0","type":"link"}