Extending Our Understanding of eWOM Impact: The Role of Source Credibility and Message Relevance

O’Reilly, Kelley; MacMillan, Amy; Mumuni, Alhassan G.; Lancendorfer, Karen M.

doi:10.1080/15332861.2016.1143215

Cited by 44 publications

(34 citation statements)

References 33 publications

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“…Even though source expertise is a crucial factor in the decision making, the trustworthiness of the writer is the variable which allows the reader to continue with the purchase (O'Reilly et al, 2016). The reader does not care about the level of knowledge the commenter has if she or he sees him as an unreliable person.…”

Section: Electronic Word-of-mouth (E-wom)mentioning

confidence: 99%

Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity

Poturak

Softic

2019

EJBE

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Social media is forming an increasingly central part of how companies communicate their marketing strategies to their customers. This study aims to provide an empirical analysis of the impact social media communication has on brand equity and purchase intention using linear regression. Before conducting the analysis, a systematic literature review has been carried out in order to understand how the dimensions of social media create word of mouth i.e. electronic word of mouth (e-WOM) on social media platforms and how this e-WOM further influences brand equity and customers' purchase intention of domestic brands in Bosnia and Herzegovina. 300 data sets were collected through a standardized online survey and analyzed in SPSS with the conclusion that all the constructs identified in this research have a significantly high correlation and impact on a customer's decision to buy a domestic product The results of the empirical study showed that both firmcreated and user-generated social media communication influence brand equity which creates of a fully mediated effect between e-WOM and the purchase intention.

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Section: Electronic Word-of-mouth (E-wom)mentioning

confidence: 99%

Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity

Poturak

Softic

2019

EJBE

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“…Even though source expertise is a crucial factor in the decision making, the trustworthiness of the writer is the variable which allows the reader to continue with the purchase (O'Reilly, MacMillan, Mumuni & Lancendorfer, 2016). The reader does not care about the level of knowledge the commenter has if she or he sees him as an unreliable person.…”

Section: Wom In Social Mediamentioning

confidence: 99%

The Impact of eWOM in Social Media on Consumer Purchase Decisions: A Comparative Study between Romanian and Bosnian Consumers

Poturak¹,

Turkyilmaz²

2018

MER

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Marketers define their social media platform as an essential piece to reach their consumers. The flock of web users turning to social media to receive and convey their thoughts, opinions, and suggestions has made social media an integral part of digital marketing. Using traditional media to advertise had restrictions in placement and outcome while, nowadays, social media has liberated this obstacle. It has created a platform which allows information to spread freely and at a fast pace. Using electronic word-of-mouth in social media permits a constant connection to a vast audience. The purpose of this study is to explore the effect of electronic word-of-mouth within the context of social media on consumer purchase decisions. More precisely, how the familiarity of the Electronic Word of Mouth (eWOM) source, the way of communication, writer's expertise and the popularity of a product affects the consumer's purchase decision. The data has been gathered using quantitative research method. The sample consists of students studying in Sarajevo and Timisoara. Having sample from two different countries would be good base for comparative analysis. The survey for data analysis was emailed to students' email addresses. The results of the analysis will provide a comparison between the universities and the level of impact eWOM in social media has on their purchase decisions. KEYWORDS electronic word-of-mouth, social media, digital marketing, purchase decision.

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“…Source credibility refers to the source of the message being perceived as believable, trustworthy and reliable (O'Reilly et al 2016). Source expertise and source trustworthiness are essential to source credibility (Moran & Muzellec 2017;Shamhuyenhanzva et al 2016).…”

Section: Source Credibilitymentioning

confidence: 99%

“…This implies that Generation Z consumers are selective about the brands they choose to purchase. However, many are brand-and status-conscious and their preference for international brands is higher than for local brands, which supports developed market economies rather than emerging market economies (Cronje, Jacobs & Retief 2016;Pavlić & Vukić 2019). South African Generation Z consumers' preference for international brands stem from the greater exposure of these brands, in comparison to local brands, on social media sites, which are commonly accessed using smartphones (Ayuni 2019;Cronje et al 2016).…”

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confidence: 99%

The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

Pillay

2021

Acta Commercii

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Orientation: The study investigated the influence of electronic word-of-mouth (eWOM) adoption on brand love amongst Generation Z consumers in South Africa that will enable marketers to improve their brand love strategies amongst this generation.Research purpose: The study used the information adoption model to investigate the impact of eWOM adoption on brand love amongst Generation Z consumers.Motivation for the study: This study adds to the limited body of literature on Generation Z consumers in emerging markets. It examines drivers of online purchase decisions of Generation Z consumers, such as eWOM adoption and brand love.Research design, approach and method: The study followed a descriptive quantitative approach. Data were obtained through structured questionnaires from Generation Z consumers. Non-probability, purposive sampling was used to select the sample. Data were captured, coded and cleaned using Statistical package for the social sciences (SPSS) version 25, yielding 284 usable questionnaires. Apart from descriptive statistics, confirmatory factor analysis was used to test the validity of the constructs obtained from previously developed scales through convergent and discriminant validity. The reliability of the constructs was tested using Cronbach’s alpha and composite reliability. The conceptual model was tested using Structural Equation Modelling and the hypotheses were analysed using path modelling in Analysis of moment structures (AMOS) version 25.Main findings: The results revealed a positive, weak relationship between eWOM adoption and brand love. Argument quality had a strong, positive influence on information usefulness, which in turn, had a strong, positive influence on eWOM adoption.Practical/managerial implications: Marketers can use the findings of this study to target Generation Z consumers in emerging markets more effectively by sharing quality, authentic content through Facebook and Instagram to encourage eWOM adoption and somewhat affect brand love.Contribution/value-add: This study adds to the limited body of knowledge on Generation Z consumers in emerging markets. It elucidates how marketers can encourage eWOM adoption amongst this generation, thereby leading to brand love, to some extent.

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Extending Our Understanding of eWOM Impact: The Role of Source Credibility and Message Relevance

Cited by 44 publications

References 33 publications

Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity

Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity

The Impact of eWOM in Social Media on Consumer Purchase Decisions: A Comparative Study between Romanian and Bosnian Consumers

The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

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