Dimensions of eWOM Credibility on the Online Purchasing Activities among Consumers Through Social Media

Abstract

Word of mouth (WOM) communication has become a thoughtful information-sharing medium which can affect consumers' buying decisions and attitudes in the direction of product categorizations and brands. Conventional word of mouth (WOM) is an outdated method for sharing thoughts and has existed as far back as individuals traded data which now evolved to the new form of word of mouth which is the electronic word of mouth (eWOM). This study attempts to analyse the dimensions of eWOM credibility on online purchasing activities among consumers through social media. This study employs a quantitative method as the paradigm of methodology in gathering the data for this research. The questionnaires were distributed to 260 respondents. The result of this study has been analysed well as aligned with the research questions as well as the research objectives. The analysis revealed that all three major dimensions which are quality, rating and recommendation consistency had significantly underpinned the eWOM credibility on the online purchasing activities among consumers through social media and a new measurement model also had been developed. The relationship between the dimensions and the differences in the dimensions between consumers of different age and gender were also being analysed in this study where each condition showed dissimilar but accurate results. All the research questions had been thoroughly answered and the research objectives of this research had achieved as well. It is hoped that this study may contribute to the related field in the future.

What makes an online review credible? A systematic review of the literature and future research directions

“…If the reviewer agrees with most of online reviews or recommendations of others those reviews are considered as consistent reviews (Chakraborty andBhat 2017, 2018b;Chakraborty 2019). The consistent online reviews were found to have higher credibility (Abedin et al 2021;Baharuddin and Yaacob 2020;Brand and Reith 2022;Chakraborty andBhat 2017, 2018b;Chakraborty 2019;Cheung et al 2009Luo et al 2014;Tran and Can 2020). Fang and Li (2016) found out that receiver of the information actively monitors the consistency of the information while perceiving the credibility of review.…”

“…Past studies have found strong evidence on the impact of review argument quality (Anastasiei et al 2021;Baharuddin and Yaacob 2020;Thomas et al 2019;Tran and Can 2020;Tsao and Hsieh 2015) and review quality (Bambauer-Sachse and Mangold 2010; Chakraborty and Bhat 2017, 2018b; Chakraborty According to Petty et al (1983), the strength of the argument provided in the message represents the quality of the message. Cheung et al (2009) define argument strength as the quality of the information in the online review.…”

Investigating vertical social media impact through influencer on risky sexual behavior among adolescents in Indonesia

“…In the long run, marketing for the capitalist lifestyle can be instilled in social media users. Not to mention eWOM (electronic-Word of Mouth) that has made the information about a product reach potential buyers easily (Baharuddin & Yaacob, 2020;Rai & Tripathi, 2020). Potential buyers could also access the marketplace through applications conveniently.…”