Segmenting Electronic Word-of- Mouth Consumers: A Lifestyle and Behaviour-based Study
Published online on September 25, 2025
Abstract
Global Business Review, Ahead of Print.
This study aims to segment electronic word-of-mouth (eWOM) users in the context of purchasing electronic consumer durables (ECDs) online. It seeks to understand these segments’ unique characteristics and behaviours to tailor marketing strategies. A mixed-...
This study aims to segment electronic word-of-mouth (eWOM) users in the context of purchasing electronic consumer durables (ECDs) online. It seeks to understand these segments’ unique characteristics and behaviours to tailor marketing strategies. A mixed-...