Examining eWOM Credibility - Consumer Purchase Intention Relationship in Facebook: A Mediation Analysis

Kunja, Sambashiva Rao; Rao, B. Maheshwar

doi:10.17010/ijom/2019/v49/i8/146169

Cited by 8 publications

(12 citation statements)

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“…Similarly, Khwaja et al [23] pointed out the source credibility dimensions of eWOM and researched information adoption. The extended meta-analysis of Babic et al [4] pointed out the core merits of eWOM and its phenomenal impacts on purchase intention spheres in various studies [12,13]. The present study meanwhile attained contemporary eWOM dimensions, extracting from them an information adoption model and configuring its proclivity on purchase intentions [3,7].…”

Section: Discussionmentioning

confidence: 75%

“…The alterations in the eWOM platforms have been beneficial for the customers too. Previously, platforms with one-way eWOM communications dominated, but after the inception of social media, individuals have now access to actually inspect the individual who is providing his/her experience about the product or service [3,13].…”

Section: Electronic Word Of Mouth (Ewom)mentioning

confidence: 99%

“…Contemporary research on eWOM has indicated information usefulness, information quality and argument quality to be the core eWOM antecedents [13,23]. The quality of information on the social media platforms needs to be of substantial value and worth.…”

Section: Electronic Word Of Mouth (Ewom)mentioning

confidence: 99%

“…The effects of eWOM are quite difficult to control (such as traditional WOM), although it provides opportunity for marketers to make effective product sales and tap consumers precisely [12,13,26]. eWOM continues to be one of the most powerful marketing tools; nevertheless, it has the propensity to negatively portray company's image on the Internet too [8].…”

Section: Electronic Word Of Mouth (Ewom)mentioning

confidence: 99%

“…However, due to marketer's proactive involvement on the social media websites, the organic eWOM communications are now becoming faded [8]. Firm-generated and marketer-generated content has been posted extensively, which is having colossal impact on the opinion making of the users [13]. Moreover, the users are inclined towards online buying because of the impulsive eWOM messages posted on the social media websites [14][15][16].…”

Section: Introductionmentioning

confidence: 99%

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Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context

2020

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The study focuses on the canvas of online information transmission that has expanded exponentially. Especially due to social media networks, consumers have been exposed to significant amounts of disinformation, misinformation and actual information. Electronic word-of-mouth (eWOM) on social media networks has been facilitating swift information spread. Henceforth, it has become increasingly problematic for consumers to adopt authentic information and differentiate between marketers-generated content and user-generated content. The study aims to unfold the factors that lead to the information adoption that consequently motivates consumers to purchase products and services. The research study provides a comprehensive framework to re-configure factors that lead to consumers’ purchase intentions in the digital economy. Respondents of the study were those individuals who have been buying products online. The theoretically knitted causal relationships were estimated using a structural equation modelling (SEM) technique. The results indicate that trust inclination and information adoption sequentially mediate relationships between information quality, information usefulness, perceived risk and argument quality with purchase intentions.

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Section: Discussionmentioning

confidence: 75%

Section: Electronic Word Of Mouth (Ewom)mentioning

confidence: 99%

Section: Electronic Word Of Mouth (Ewom)mentioning

confidence: 99%

Section: Electronic Word Of Mouth (Ewom)mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context

2020

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Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions: a context of brand fan pages in Facebook

Kunja

Kumar

Rao³

2021

Self Cite

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Purpose The purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in the presence of hedonic brand attitude (HBA) and utilitarian brand attitude (UBA) as mediators, among smartphone customers in the context of brand fan pages in Facebook. Design/methodology/approach The paper uses a single cross-sectional design to survey a sample of 326 young online customers present in leading smartphone brand fan pages on Facebook in India. A structured questionnaire was used to collect data and replies were recorded on a Likert scale (five-point). The data was subjected to structural equation modelling for model and hypotheses testing. Findings eWOM has a significantly positive influence on the buying intentions of the young. Both HBA and UBA partially mediate the influence of eWOM on buying intentions. Research limitations/implications The study examines only the personal-oriented functions of attitude and does not investigate the role of social dimensions of attitudes. Its scope is confined to smartphones in the consumer electronics segment and only Facebook among social networking sites. Practical implications A theoretical contribution to eWOM literature is made by studying it under the lens of S-O-R theory and functional theory of attitudes. Measurement of two different dimensions of attitude, i.e. hedonic and utilitarian, may facilitate managers to comprehend the source of variance in consumers’ decision-making behaviour in the online context. Originality/value The only study to explore brand attitude as a mediator in its multi-dimensional form, in the context of social eWOM.

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Social Media Influencers’ Credibility and Purchase Intention: The Moderating Role of Green Consumption Values

Rizomyliotis,

Konstantoulaki,

Giovanis

2024

American Behavioral Scientist

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Social media influencer marketing has emerged as a new marketing tool. Generation Z consumers are especially influenced by social media influencers when purchasing cosmetic products. The purpose of this research is to examine the effect of the credibility of social media influencers on consumers’ brand consideration and purchase intention, while at the same time authors test the moderating effect of green consumption values on the aforementioned relationships. An online questionnaire survey was conducted, targeting Gen-Z consumers who follow beauty influencers on social media. According to the results from 201 participants, social media influencers’ credibility positively effects brand consideration and purchase intention. These effects are both found to be moderated by users’ green consumption values.

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Examining eWOM Credibility - Consumer Purchase Intention Relationship in Facebook: A Mediation Analysis

Cited by 8 publications

References 0 publications

Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context

Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context

Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions: a context of brand fan pages in Facebook

Social Media Influencers’ Credibility and Purchase Intention: The Moderating Role of Green Consumption Values

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