This activity helps other users create their own purchasing plans simpler. However, there are not many studies on accepting and forwarding e-WOM. This paper examines the effect of EWOM elements containing tie strength, message credibility, and source credibility on acceptance of e-WOM (AEWOM). The study also investigates the effects of other EWOM elements including customers' mood on forwarding e-WOM (FEWOM). | Does gender matter Acceptance and forwarding of electronic word of mouth A moderated mediation analysis
