The influence of electronic word of mouth on cosmetics purchasing: the role of the social component and engagement

Purpose Social networking has provided the appropriate context to investigate Electronic Word of Mouth (eWOM) behaviour. Despite this, there are fewer studies from the recipient’s perspective. Under this premise, this paper aims to address the behaviour of adoption of online reviews to analyse the chain of relationships between the constructs of social influence, engagement with eWOM and adoption of eWOM in a poorly researched segment such as that of female consumers of cosmetics in Ecuador. Design/methodology/approach Partial Least Squares Structural Equation Modelling was used on a sample of 236 cosmetics consumers in Ecuador. Findings The results not only confirm the relationship between the variables and contribute to the understanding of behavioural patterns in a scarcely explored market, but also highlight implications crucial for brand and product marketing strategies on social media. Research limitations/implications The focus on a specific demographic segment may limit the generalisability of the findings to broader populations. This suggests avenues for further investigation to enhance the robustness and applicability of the study’s findings. Practical implications The paper provides valuable insights for marketing and communication management. Originality/value This paper integrates the Information Acceptance Model and the Dual Process Theory, providing empirical insights into consumer behaviour with eWOM.