Electronic Word of Mouth and Influence on Consumer Purchase Intention

Joshi, Mihir; Singh, Vinod Kumar

doi:10.5958/0976-0733.2017.00012.8

Cited by 7 publications

(8 citation statements)

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“…eWOM refers to potential, actual, and former customers' positive or negative opinions towards a product or brand via the Internet. E-WOM is a new casual, easy, and more continuous information service source (Joshi & Singh, 2017). It is a powerful source of information that influences consumers' intention to purchase by building their perception towards a product or service (Steffes & Burgee, 2009).…”

Section: Electronic Word Of Mouth and Purchase Attitudementioning

confidence: 99%

“…Most Internet and social media users who join online communities have an online trust in e-WOM; usually, they and other consumers share their knowledge and product or service experiences (Flavián & Guinalíu, 2005;Zhao & Lavin, 2012;Hali & Khani, 2013). Thus, social media influencers form consumers' opinions on products and services Joshi & Singh, 2017). So, it is in the interest of the company as well as the influencer to keep online conversations positive and persuade other consumers to try products in a way that makes it feel as if the decision to make the purchase was in the interest of the consumer as opposed to the persuasion of the influencer (Lee & Youn,2009).…”

Section: Electronic Word Of Mouth and Purchase Attitudementioning

confidence: 99%

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Impact of Social Media Influencer Marketing On Youth Purchase Intentions in UAE

Radwan¹,

Mousa²,

Mohamed³

et al. 2021

Media Watch

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The study analyses how youth perceive social media Influencers and whether they affect their purchasing intentions and buying decisions. It also measure s influencers' attractiveness, expertise, and trustworthiness while communicating with consumers. In addition, the study explores the types of digital interaction with influencers, measures the impact of their online marketing activities on purchasing intentions, and finds differences between youth demographic segments. A total of 350 youth participants in the United Arab Emirates (UAE) completed an online survey evaluating influencers' characteristics, promotional videos, types of youth interaction with their content, and their impacts on purchasing intentions. The findings show that youth in UAE consider that influencers have positive personal appeals, traits, and information support to attract their followers and encourage them to purchase. Furthermore, the results reveal that influencers push youth to search for more information about the products and visit marketers' websites. Influencers' social media activities also affect youth's interests, desires, and purchase intentions by helping them assess the products.

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Section: Electronic Word Of Mouth and Purchase Attitudementioning

confidence: 99%

Section: Electronic Word Of Mouth and Purchase Attitudementioning

confidence: 99%

Impact of Social Media Influencer Marketing On Youth Purchase Intentions in UAE

Radwan¹,

Mousa²,

Mohamed³

et al. 2021

Media Watch

View full text Add to dashboard Cite

show abstract

“…This is inseparable from the network that contributes to the information exchange between users (Sharma et al 2015). e-WOM is currently one of the comprehensive e-marketing strategies transferring new ideas to one's ears in various ways (Michelle, 2018). e-WOM can be spread easily through social networks with no limitations on time and place.…”

Section: Introductionmentioning

confidence: 99%

“…Sulthana and Vasantha (2019) said e-WOM influence people to buy products or services from various references shared on social media. The satisfied consumers will repurchase the product and inform the other consumers about the product or service's benefit, on the other hand, the dissatisfied consumers will also share their experience with the other people (Michelle, 2018). According to Hennig-Thurau et al (2004), the internet gives a perfect coherence between users' demographics that enables consumers to read many kinds of opinions and help them form their own opinion about a product or service.…”

Section: Introductionmentioning

confidence: 99%

How E-Wom Influence Purchase Intention Mediated by Trust and Brand Awareness: Case on Generation X in Indonesia

Arifin

Syah

2023

jabm

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Information spreads rapidly through social media, with a steady increase in social media users in Indonesia each year. This presents an important concern for marketers, particularly in the automotive industry, which has experienced growth in car sales in 2021. Information disseminated between social media users, known as electronic word-of-mouth (e-WOM), is believed to have an impact on consumers' purchase intentions. Therefore, this research aims to examine the influence of e-WOM on social media affects the purchase intention of a car in Indonesia. This study uses a quantitative research approach with the application of Structural Equation Model (SEM) method. Data collection is conducted with the purposive sampling technique, targeting Generation X respondents in Indonesia who actively use social media and feels interested to buy a car. The questionnaire is distributed via Google Forms, and data analysis is conducted by SPSS 24 and SmartPLS 3. From 119 respondents, trust and brand awareness emerge as the key factors that increase purchase intention for a car in Generation X. Additionally, trust and brand awareness act as mediators between e-WOM and purchase intention, because e-WOM does not directly impact purchase intention. In addition, this study does not provide evidence supporting the moderating role of price. In conclusion, car marketers in Indonesia should effectively manage the spread of e-WOM information on social media platform.s This information has the potential to enhance consumer brand trust and awareness, influencing the emergence of their purchase intentions.

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“…In addition, privacy and risk dynamics during e-commerce transactions have been found to differ between women and men, with concerns being more pronounced for women [60]. These cultural variations have also been corroborated in studies exploring the emotional and approach differences in digital shopping [61].…”

Section: Role Of Gender In Ewom Consultationsmentioning

confidence: 78%

Influence of Electronic Word-Of-Mouth on Restaurant Choice Decisions: Does It Depend on Gender in the Millennial Generation?

Haro-Sosa,

Moliner-Velázquez,

Gil-Saura

et al. 2024

JTAER

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Given the exponential growth of eWOM, especially among the millennial generation, an analysis of the consultation behaviour of online opinions is essential to better understanding the decision-making process. The aim of this proposal is to analyse how the motivations towards eWOM consultation contribute to the final adoption of eWOM, especially in the restaurant context, exploring the relationship chain “motivations to consult eWOM—intention to consult eWOM—adoption to consult eWOM”. Moreover, studying the moderating effect of gender in this chain is argued. Based on a sample of 341 millennials with experience in reading online reviews and visiting restaurants, a causal model was estimated through PLS estimation in the geographic area of Ecuador. The results confirm that millennials’ motivations influence directly their intention to consult eWOM and indirectly on eWOM adoption. In addition, gender does not show a significant effect on the chain of effects. Given that virtual platforms have the potential to influence men and women equally, the communication efforts of restaurants focused on this target audience and carried out on social media must focus on aspects other than gender.

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Electronic Word of Mouth and Influence on Consumer Purchase Intention

Cited by 7 publications

References 0 publications

Impact of Social Media Influencer Marketing On Youth Purchase Intentions in UAE

Impact of Social Media Influencer Marketing On Youth Purchase Intentions in UAE

How E-Wom Influence Purchase Intention Mediated by Trust and Brand Awareness: Case on Generation X in Indonesia

Influence of Electronic Word-Of-Mouth on Restaurant Choice Decisions: Does It Depend on Gender in the Millennial Generation?

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