Influence Of EWOM Information On Consumers’ Behavior in Instagram Social Network

Salsabila, Annisa; Albari, Albari

doi:10.47153/jbmr43.6462023

Cited by 3 publications

(2 citation statements)

References 26 publications

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“…In addition, Escobar-Rodríguez and Bonsón-Fernández (2017) define the online purchase intention as a customer's willingness to use internet services, make actual purchases of goods and services, or compare product prices. Meanwhile, Salsabila and Albari (2023) stated that online shopping interest refers to a consumer's inclination to purchase a product from a website after gathering information and feeling confident about the product and their purchasing decision.…”

Section: Purchase Intentionmentioning

confidence: 99%

The Influence of Online Reviews, Trust, and Risk Perception on Repurchase Intention on Online Shopping Sites

2024

Futurity Economics&Law

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In this technological era, people look for faster, easier, and cheaper information. Consumers will choose online sales media to find information and carry out transactions. The required information is easily accessible and readily available for consumers to obtain. One of the possible sources of such an information can be obtained from online review media or internet sites in online shopping stores. Therefore, this research aimed to reveal the relationship between online reviews and purchase intention, as well as to evaluate the trust and risk perception variables that mediate the relationship between these two variables. This study focused on individuals between the ages of 18 and 50 who frequently use online shopping platforms like Shopee and Tokopedia. A sample size of 335 individuals was chosen through convenience sampling for this study. Data was primarily collected through a questionnaire. Next, the obtained data was analysed using the SEM approach and with the help of the AMOS—24 data processing program. The research results showed trust's important role in mediating the influence of online reviews on repurchase intention. Meanwhile, the relationship between variables involving perceived risk cannot increase the occurrence of repurchase intention. Therefore, online shopping sites still need to increase efforts to strengthen customer incentives in order to provide good online reviews and foster the trust; online shopping sites also need to increase guarantees of the low risk of errors perceived by customers.

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Section: Purchase Intentionmentioning

confidence: 99%

The Influence of Online Reviews, Trust, and Risk Perception on Repurchase Intention on Online Shopping Sites

2024

Futurity Economics&Law

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“…As a result, the act of purchase intention will occur during the decision-making process to make a purchase or not. In the context of the online purchasing process, purchase intention is the desire of consumers to buy a product through an internet site after receiving information and feeling a favorable situation for the product (Salsabila & Albari, 2023).…”

Section: Purchasing Intentionmentioning

confidence: 99%

The Role of Social Media Marketing Communication on the Instagram Platform in Growing Consumer Buying Intention

Sabila,

Albari

2023

JBMR

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Today, technological advancements have resulted in a major transformation in the means of communication between consumers and companies. Such developments have also impacted communication through social media, which is a more efficient way to find new consumers and retain existing ones. Therefore, conducting research that relates the purchase intention generated by the variables of Firm-created social media communication (FCSMC), User-generated social media communication (UGSMC), and consumer love for the brand can be useful for predicting consumers' actual purchase of the brand. This study will involve Instagram users in Indonesia who access them at least three times a week. The sample size was determined to be 200 people, selected using the convenience sampling method. The research data is obtained primarily and collected using a questionnaire. Furthermore, the data obtained were analyzed using the SEM approach and the help of the AMOS 22 data processing program. The results showed the importance of the relationship between FCSMC and UGSMC in shaping brand passion and consumer purchase intention. This means that to be able to generate brand passion and consumer buying interest, it is not enough for companies to carry out marketing communications through social media managed by the company; these communications must be able to inspire and shape marketing communications created and disseminated by social media users through their content.

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The Intermediary Role of Electronic Word of Mouth in the Relationship Between Digital Marketing Techniques and Purchasing Behaviour to Enhance Decent Work and Economic Growth: A Survey of Students at the University of Mosul

Ahmed,

Alshaher

2024

jlsdgr

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Purpose: An analysis of the digital marketing techniques literature shows growing of these techniques among students at the University of Mosul. In order to achieve this goal, the study model was designed initially to address changes and competitive challenges. Therefore, this research aims to study the effect of using digital marketing techniques on purchasing behavior through the mediating role of electronic word of mouth (e-WOM) to support the achievement of the Sustainable Development Goals. Design/methodology/approach: The descriptive analytical approach was adopted to test the proposed model of technique whose validity was verified using survey data from (350) individuals. This study used (Amos 24) which is a structural equation modeling (SEM) software and a statistical technique to assess factor relationships. Results: The results of the study variables and their dimensions indicate that there is a significant impact relationship between digital marketing techniques and purchasing behavior. There is also a significant impact relationship between digital marketing techniques and e-WOM. There is also a significant impact relationship between e-WOM and purchasing behavior. There is a significant impact of digital marketing techniques on purchasing behavior through the mediating role of e-WOM. This indicates the ability of the study sample individuals to diagnose and know the concepts adopted by the study and attempt to diagnose them through the field aspect. Originality/Value: The identified factors play a major role in individuals' intentions towards using digital marketing techniques in purchasing behavior through the mediating role of e-WOM. The results of this study contribute to helping individuals build their needs and desires with high quality and distinct specifications.

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Influence Of EWOM Information On Consumers’ Behavior in Instagram Social Network

Cited by 3 publications

References 26 publications

The Influence of Online Reviews, Trust, and Risk Perception on Repurchase Intention on Online Shopping Sites

The Influence of Online Reviews, Trust, and Risk Perception on Repurchase Intention on Online Shopping Sites

The Role of Social Media Marketing Communication on the Instagram Platform in Growing Consumer Buying Intention

The Intermediary Role of Electronic Word of Mouth in the Relationship Between Digital Marketing Techniques and Purchasing Behaviour to Enhance Decent Work and Economic Growth: A Survey of Students at the University of Mosul

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