Abstract
In the evolving digital marketplace of China, this study examines the influence of electronic word-of-mouth (eWOM), user-generated content (UGC), social media engagement, consumer trust, and impulsive purchasing behavior. Utilizing a comprehensive approach that integrates both qualitative and quantitative research methods, this study aims to unravel the complex dynamics between these factors in the context of China's unique digital and cultural landscape. The research findings demonstrate that eWOM and UGC significantly impact consumer trust, which in turn facilitates impulsive purchasing behaviors, particularly when mediated by high levels of social media engagement. This study contributes to a deeper understanding of the digital consumer behavior in China and offers strategic insights for marketers aiming to harness these dynamics in the rapidly growing e-commerce sector.
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