Examining the Effect of Electronic Word of Mouth (Ewom) Communication on Purchase Intention: A Quantitative Approach

Abstract

In the digital age, electronic word-of-mouth (eWOM) communication has grown to be the most powerful influence on customer behaviour. However, the growing body of evidence raises concerns about credibility and eWOM quality. Various factors related to the source, message, medium and receiver of eWOM were collected by an extensive literature review. Aiming to synthesise existing research, this study seeks to determine the factors that contribute to eWOM's success as a wholesome construct. It also operationalises eWOM's measure. The research design of this study is quantitative and uses a structured questionnaire to collect data from eWOM givers and seekers in the online environment. The scale items were gathered from previous research and tested for dimensionality using „Factor Analysis‟ to validate the eWOM construct. There is evidence to show that eWOM effectiveness can be measured to determine purchase intention. E-commerce has developed rapidly, and it is time to take advantage of this growth by measuring the eWOM construct comprehensively from a customer‟s perspective.

Antecedents to the Adoption of Digital Marketing by Start-Ups Under Startup-India and E-Governance Initiatives

“…In the context of digital-marketing adoption intention (Haldar, 2022), a positive attitude of start-up company owners and managers will lead to higher chances of adoption of digital marketing (Chakraborti et al, 2022;Saini et al, 2022). On the contrary, a negative attitude toward digitalmarketing tools and technologies (Purohit et al, 2022) will lower the chances of adoption (Rani et al, 2022). Hence, we hypothesize: H 3b : RA has a negative association with ATT.…”

The Influence of e-WOM and Brand Image on Hotel Booking Intention in Jakarta: A Study of Generation Z

“…Electronic word-of-mouth is a system containing messages about products or services through online boards [18]. e-WOM is informal contact with consumers through the internet about the uses or qualities of specific goods and services or a particular seller [19]. It is a helpful marketing and communication instrument since information can spread rapidly through e-WOM [20].…”

“…Cronbach's Alpha and Composite Reliability were used to conduct the reliability test [29]. Cronbach's Alpha and Composite Reliability must be greater than 0.7 for the study to be considered reliable [19] [33]. Therefore, all research instruments may be reliable from the data shown above.…”

Driving Social Media Customers’ Purchase Intentions: The Mediation Role of EWOM Credibility

“…EWOM is a multi-dimensional construct that comprises quality/usefulness, quantity/intensity, positive valence, negative valence, and recency characteristics (Cheung et al, 2008;Goyette et al, 2010). Despite this, many studies examined EWOM as a single construct without evaluating the unique effect of each dimension on purchase intention (Chatterjee et al, 2022;Garg & Kumar, 2021;Prasad et al, 2019;Rani et al, 2022;Reza Jalilvand & Samiei, 2012;Sulthana & Vasantha, 2019). On the other hand, many studies included EWOM credibility as a dimension of EWOM (Al-Haddad et al, 2022;Bilal et al, 2022), making the effect of EWOM characteristics on EWOM credibility unclear.…”