| This study investigates the influence of electronic word-of-mouth (eWOM) on undergraduate students’ consumption propensity of beauty products. Electronic word-of-mouth (eWOM) of various products affects people’s decision-making process. This paper hopes to provide more references for the market in the use of social media by designing a credible experiment. Three independent variables in this study are professionalism, product popularity, and rapport. The hypotheses are that all of these three variables would positively affect the consumption propensity. Due to the constraints from both time and budget, the experiments proposed in the paper have not been implemented yet, but this article has completed a detailed experimental plan and has a corresponding experimental analysis method. Electronic word-of-mouth (eWOM) through social media is a powerful marketing tool for beauty products. Enterprises should have more insights into social media so that they can complete marketing efficiently and accurately. This paper contributes to the potential directions of marketing strategies, and also provides more understandings about electronic word-of-mouth (eWOM). |
