Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach

Abstract

This study seeks to investigate the appropriateness of an eclectic model based on factors that influence Saudi consumers' electronic word of mouth (eWOM)-seeking intentions on bloggers' YouTube channels. There is a lack of understanding about eWOM-seekers' motivations for engaging in this behaviour. This study focuses on utilitarian and hedonic motivations and explores the factors related to the social and cultural elements that influence eWOM-seeking intentions. The study implements a two-phase mixed-method approach, including a qualitative and observational netnographic method. An online questionnaire is used to test the relationships among the variables in the study's conceptual framework. A total of 210 usable responses to the questionnaire were received. The data was analysed using the partial least squares (PLS) technique. The findings indicate that the availability of information and purchasing intentions developed through utilitarian motivations have the most significant influence on eWOM-seeking intentions. The managerial implications and limitations of this study and recommendations for future study are given in the conclusion hereto.

Exploring the Impact of Consumer Trust and Perceived Risks on the Intentions to Purchase Overseas Travel Packages via Social Media in Thailand: an Application of the Fuzzy Set Delphi Method

“…Furthermore, the impact of e-WOM on consumers' purchase intentions of smartphone products has been examined, revealing the influence of e-WOM on consumers' attitudes and purchase intentions towards products [67]. The study on consumers' electronic word-of-mouth-seeking intentions on social media sites concerning fashion channels has provided insights into the factors influencing consumers' e-WOMseeking behaviour and its implications for marketing strategies [68]. These studies collectively underscore the substantial influence of e-WOM on consumer behaviour and purchase intentions, offering valuable implications for businesses and marketers seeking to leverage e-WOM in shaping consumer perceptions and purchase decisions.…”

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