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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.

Partial Least Squares Structural Equation Modelling was used on a sample of 236 cosmetics consumers in Ecuador.

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.

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.

The paper provides valuable insights for marketing and communication management.

This paper integrates the Information Acceptance Model and the Dual Process Theory, providing empirical insights into consumer behaviour with eWOM.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

eWOM remains a large element to any advertising on social media platforms due to it being free but also the fact that it demonstrably improves the sales performance of products and services.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.