MANAGEMENT

Detailed explanation-1: -Celebrities eWOM has a positive effect on customers’ perceived value. People’s perceptions of value significantly influence whether they intend to make a purchase, and this influence may be utilized to forecast how consumers will behave when making decisions [77].

Detailed explanation-2: -eWOM can be generally defined as consumers’ information sharing and exchange about a product or company via the Internet, social media, and mobile communication. eWOM has been recognized to lead to high retransmission intentions because it is easy for consumers to generate conversations online.

Detailed explanation-3: -For example, critics’ reviews, electronic recommendation systems, and general chatter on the internet have all been placed under the header of eWOM.

Detailed explanation-4: -Word-of-mouth marketing is important as it is an effective way to increase sales, promote products and services, increase brand recognition, and build customer loyalty. Many companies employ strategies that prompt customers to recommend their services and/or products and share positive experiences.