The impact of electronic word of mouth and influencer marketing on generation Z's purchasing intention toward Cocoon vegan cosmetics: The mediating role of fear of missing out

Abstract

The effects of electronic word-ofmouth and influencer marketing on generation Z consumers' purchasing intention toward Cocoon vegan cosmetics through the mediating role of fear of missing out in Can Tho City. Based on the research findings, the study further proposes managerial implications to assist businesses in enhancing consumers' purchasing intention by effectively leveraging eWOM, influencer marketing, and FOMO-driven marketing strategies.