Antecedents of Electronic Word of Mouth (eWOM) Adoption in the Purchase of Cosmetics in Ecuador: Does Gender Moderate Relationships? - Madelyn Mendoza-Moreira; Beatriz Moliner-Velázquez; Gloria Berenguer Contrí; Irene Gil-Saura (J. Theor. Appl. Electron. Commer. Res., 2025)