Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs)

Kunja, Sambashiva Rao; Acharyulu, Gvrk

doi:10.1108/mrr-04-2017-0128

Cited by 59 publications

(54 citation statements)

References 95 publications

(98 reference statements)

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“…According to the second attribute, E-WOM affected the consumer purchase intention, related to the second sub-hypothesis this result is similar with the derived results from other studies (e.g. Kazmi & Mehmood, 2016;Kunja & GVRK, 2018) which operated on the same field of smartphones via other variables, such as "value co-creation", "brand image and product type" and brand image respectively. This is similar to some studies (e.g.…”

Section: Discussionsupporting

confidence: 86%

The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus

Sawaftah¹,

Awadallah²

2020

10.5267/j.msl

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This research aims to examine the effects of two viral marketing attributes; namely viral advertising and E-WOM on customer purchase intention. In particular, the authors contemplate the prima facie nature of the relationship by examining brand image and age as contingent boundary conditions (moderator role). The population of the study consists of graduate students in a private Cypriot university. A sample size of 177 participants is recruited using a convenience sampling technique. Multiple linear regression and analysis of variance are the statistical analyses employed to test the developed hypotheses. The findings reveal that viral marketing influenced on customer purchase intention magnified under the moderating role of brand image but age did not affect the relationship. Interestingly, viral advertising had a greater effect on customer purchase intention than E-WOM. Finally, discussions of this research finding in light of academic knowledge are put forward before suggesting future research directions.

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Section: Discussionsupporting

confidence: 86%

The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus

Sawaftah¹,

Awadallah²

2020

10.5267/j.msl

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“…At the same time, eWOM messages are deemed a very essential reference as it assists consumers to determine their purchasing decision-making processes (Chan & Ngai, 2011;Park et al, 2007;Sohaib et al, 2018). Previous studies found a significant positive influence between eWOM and consumers PI (Kunja & GVRK, 2018) which indicated the effect of eWOM on value co-creation and purchase intention, in that, positive comments, posts, and shares through consumers on social media improve purchase decision making and purchase intention. Reza Jalilvand and Samiei (2012) also studied the significant impact of eWOM communication on purchase intention and brand image.…”

Section: Ewom and Pimentioning

confidence: 97%

“…Word of Mouth (WOM) has been one of the most important channels of communication in information exchange among consumers (Chan & Ngai, 2011;Chu & Kim, 2011;Kim et al, 2014;Kunja & GVRK, 2018;Richins, 1984). It can significantly affect attitudes and consumer behavior and is also considered as one of the key marketing tools (Avery et al, 1999;Chen & Xie, 2008).…”

Section: Introductionmentioning

confidence: 99%

The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus

Alrwashdeh¹,

Emeagwali²,

Aljuhmani³

2019

10.5267/j.msl

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This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data collected from 402 valid respondents among consumers who use smartphone brands in North Cyprus. The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results confirm the significant effects of eWOM on purchase intention through brand image and the moderating role of product type among eWOM, purchase intentions and brand image. The study also recommends that firms and marketers must concentrate on online communication channels to affect consumers' intention toward purchasing brands and brand image. Moreover, the current study model suggests that future study can be extended in different context, countries (i.e. developed, emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social media platforms sites (i.e. Facebook, Twitter).

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“…From adverse selection and quality uncertainty frameworks [3][4][5], this paper utilizes consumers' reliance on eWOM as a reasonable behavior to reduce information asymmetry and uncertainty in e-commerce. On the basis of social engagement and social risk frameworks, eWOM variables such as valence (review rating) and volume can be understood as crucial factors to reduce social risk and information asymmetry affecting product sales [6], purchasing intentions or decisions [7,8], product imagery [9] or brand attitudes [10]. Further, the usefulness, or helpfulness, of online reviews has been considered to be important, as helpfulness can affect the relationship between eWOM and product sales [6,11].…”

Section: Introductionmentioning

confidence: 99%

Using the Social Influence of Electronic Word-of-Mouth for Predicting Product Sales: The Moderating Effect of Review or Reviewer Helpfulness and Product Type

Lee

Choeh

2020

Sustainability

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The social engagement of eWOM (electronic word-of-mouth) can reduce the threat of adverse selection in e-commerce. As studies that examine the social influence of eWOM are rare, the present work suggests the moderating effect of review or reviewer helpfulness and product type (experience or search goods) on the relationship between eWOM and product sales. The volume of eWOM, which is defined as the multiplication of the average length by the number of reviews, is shown to be moderated by review and reviewer helpfulness and search goods to affect product sales. Review ratings are moderated by reviewer helpfulness, and review extremity is positively (negatively) moderated by search (experience) goods and review helpfulness to affect product sales. As previous studies of differentiated sampling strategies that consider review helpfulness for predicting product sales using eWOM are lacking, this study compares the prediction power of business intelligence methods for different subsamples of products created according to high or low review and reviewer helpfulness levels. The subsample with high review or reviewer helpfulness demonstrates greater prediction performance than the subsample with low review or reviewer helpfulness when eWOM variables are used as predictors of product sales. Hence, preliminary filtering data preprocessing should consider review or reviewer helpfulness as a crucial criterion of the data quality. This will contribute to the sampling or preprocessing strategy used to predict product sales using eWOM.

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Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs)

Cited by 59 publications

References 95 publications

The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus

The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus

The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus

Using the Social Influence of Electronic Word-of-Mouth for Predicting Product Sales: The Moderating Effect of Review or Reviewer Helpfulness and Product Type

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