The Importance of Factors Influencing on e-WOM Engagement towards Consumer Purchase Intention in Clothing Retailers, Sri Lanka

Muniweera, C. D. W.; Balawardhana, K. P. I. A.; Rajapaksha, M. S. N.; Chamara, M. A. D. S.; Jayasuriya, Nisha

doi:10.6007/ijarbss/v10-i5/7204

Cited by 4 publications

(2 citation statements)

References 29 publications

(31 reference statements)

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“…Although many studies have been done targeting WOM (Seo, et al, 2020;Duhan, et al, 1997;Park, et al, 2021;Tran & Strutton, 2020;Chun & Lee, 2016) little attention has been paid on studying about the influence of WOM recommendation sources and tie strength when making an online purchase decision. Several research has been done related to WOM in the Sri Lankan context (Muniweera, et al, 2020;Ashan & Fernando, 2021;Jesuthasan, et al, 2020). However, this research doesn't capture the role of the recommendation source (online and offline) in word-ofmouth communication.…”

Section: Introductionmentioning

confidence: 99%

Factors influence the choice of Word-of-Mouth recommendation sources in online purchase decisions: with special reference to the tourism and hospitality industry in Sri Lanka

Eratne

Malkanthie

2022

AJMM

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Purpose: Word-of-Mouth is a strong communication tool which is perceived as a credible source by consumers. With the internet penetration now WOM is occurring in e-platforms such as blogs, social network sites etc. This has given birth to electronic Word-of-Mouth or e-WOM. Though WOM may occur from various recommendation sources based on various factors the choice of the WOM recommendation source may vary. The research focuses on three objectives. They are to identify the relationship between the perceived task difficulty and the tie-strength of the recommendation source when making an online purchase decision, to identify the relationship between consumer knowledge and perceived task difficulty and to identify the relationship between internet experience and perceived task difficulty. Design/methodology/approach: Data was collected through a questionnaire. A sample of 140 respondents was used to collect information and convenience sampling method was used. Findings: Results revealed that consumers tend to reach out to both strong ties and weak ties irrespective of the perceived task difficulty. Further, as consumer subjective knowledge and internet experience increases perceived task difficulty reduces. Originality: Although studies have been conducted regarding WOM, no studies have been conducted to understand the role of recommendation sources when making an online purchase decision in the hospitality and tourism industry in the Sri Lankan context. Implications: Thus word -of -mouth communication should be considered as a part of the communication mix and organizations in the tourism and hospitality industry should focus on using opinion leaders to promote products. Keywords: WOM, eWOM, Perceived Task Difficulty, Internet Experience, Recommendation Sources

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Section: Introductionmentioning

confidence: 99%

Factors influence the choice of Word-of-Mouth recommendation sources in online purchase decisions: with special reference to the tourism and hospitality industry in Sri Lanka

Eratne

Malkanthie

2022

AJMM

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“…The literature further suggests that fashion retailers present their brands via the FFBPs to encourage customer engagement, and they have become the most effective social media strategy available for fashion brands (Chang & Fan, 2017). Fashion retail brands are getting more digital presence in the Sri Lankan context (Rajapaksha & Thilina, 2019;de Silva, 2019a;Muniweera, Balawardhana, Rajapaksha, Chamara, & Jayasuriya, 2020;de Silva, 2021;Gopura & Kothalawala, 2021). However, FBPs are used as a promotional technique in the Sri Lankan context, instead of driving customer engagement as a relationship building tool (de Silva, 2019a;de Silva, 2021), resulting in a low level of average customer engagement rate (de Silva, 2019a;de Silva, 2021).…”

Section: Introductionmentioning

confidence: 99%

Linking Customer Motivations to Customer Engagement in Fashion Facebook Brand Pages

Ranaweera

Silva

2021

S. Asian J. Bus. Insights

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This study aims to analyse the effects of customer motivations, namely information motive, entertainment motive, and social interaction motive on different dimensions of customer engagement (cognition, affection, and activation) in the context of Fashion Facebook Brand Pages (FFBPs). The data were collected from a convenience sample of 258 undergraduates in Sri Lanka using a printed and an online questionnaire and they were analysed using SPSS 21.0 and AMOS 21.0. The data analysis revealed that information motive had effects on cognition and affection whilst no effect on activation. In terms of influence of entertainment motive on customer engagement, the study found that entertainment was positively related to cognition and activation. However, there was no effect from entertainment motive to affection in the realm of FFBPs. Interestingly, the results highlighted that the social interaction motive was positively related to all three dimensions of customer engagement. The novelty of this paper is that, according to Uses & Gratifications (U&G) theory, the study develops a conceptual model integrating customer motivations and different components of customer engagement in the context of FFBPs.

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Motives to engage electronic word of mouth: A case of fashion products marketed in Sri Lanka

Dasanayaka,

Karunarathne

2024

Information Development

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Drastic growth of social media users in the last few years has made electronic word of mouth (eWOM) communication more significant and has created a beneficial as well as detrimental platform for marketers. Therefore, recognizing the value of eWOM in social media networks can bring more benefits to firms since the content shared on social media platforms will be influential on the customers’ purchase decisions. This study was designed to identify the implications of consumer motives on eWOM involvement when they purchase fashion products through social media platforms. The study population represents active and frequent social media users in Sri Lanka. Data for the research study was collected through a structured questionnaire, and expertness, high fashion involvement, informational influence, altruism, self-enhancement, and attitude toward products were investigated as motives for eWOM involvement. The proposed study relationships were investigated using the structured equation modelling statistical technique, and multigroup analysis was performed to understand the moderating effect of social media usage intensity. Test results identified positive implications on eWOM involvement from two study variables: high fashion involvement and attitude toward the product. Meanwhile, a negative implication was noted with self-enhancement. The results showed that eWOM involvement has a strong positive impact on customer purchasing intentions. Further, the results of the moderating analysis confirmed the moderating behaviour of social media usage intensity. People with low social media usage intensity strengthen the relationship, which implies their information-searching tendency before making intentions to purchase a fashion product through social media. The study findings will assist fashion product marketers in figuring out how individuals participate in eWOM communication more effectively and the importance of customer feedback in encouraging the buying of fashion products.

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The Importance of Factors Influencing on e-WOM Engagement towards Consumer Purchase Intention in Clothing Retailers, Sri Lanka

Cited by 4 publications

References 29 publications

Factors influence the choice of Word-of-Mouth recommendation sources in online purchase decisions: with special reference to the tourism and hospitality industry in Sri Lanka

Factors influence the choice of Word-of-Mouth recommendation sources in online purchase decisions: with special reference to the tourism and hospitality industry in Sri Lanka

Linking Customer Motivations to Customer Engagement in Fashion Facebook Brand Pages

Motives to engage electronic word of mouth: A case of fashion products marketed in Sri Lanka

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