Uncovering the influence of social media marketing activities on Generation Z’s purchase intentions and eWOM for organic cosmetics

• Gia Khuong An,

  Roles Conceptualization, Data curation, Formal analysis, Investigation, Methodology, Resources, Software, Writing – original draft, Writing – review & editing

  Affiliation Department of International Business, FPT University, Can Tho City, Vietnam

  https://orcid.org/0009-0007-4243-915X

  ⨯
• Thi Thuy An Ngo

  Roles Conceptualization, Data curation, Formal analysis, Investigation, Methodology, Project administration, Supervision, Validation, Writing – original draft, Writing – review & editing

  * E-mail: anntt24@fe.edu.vn

  Affiliation Department of Business Administration, FPT University, Can Tho City, Vietnam

  https://orcid.org/0000-0001-7510-972X

  ⨯