Factors affecting eWOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand

Abstract

PurposeWith the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is specially the case when considering Generation Y (Millennials), who are old enough to be independent buyers and young to be almost immersed in online living. This article aims to assess the impact of eWOM on purchase intention by developing a conceptual model of hypotheses encompassing a multitude of factors that may be associated with this relationship.Design/methodology/approachThe researcher investigates what factors impact eWOM credibility and make the consumer may adopt it when making a purchase. To examine our research model, a quantitative approach is employed for this purpose using a sample through online survey from Thailand – where there is a large number portion Generation Y consumer base.FindingsIt was found that source style as a visual attribute information is the most significant factor that may impact eWOM credibility in addition to source credibility, argument quality and source homophily, respectively.Practical implicationsFrom a practical point of view, it helps firms to understand what needs to be taken into consideration when building their marketing strategy.Originality/valueThis is believed to add significant insights into the eWOM literature by identifying its route of impact toward the purchase intention on Generation Y.

The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention

“…First, they demonstrated the connection between moderators previously explored and purchase attribution (Shahab et al, 2020), which has not yet been seen. Second, The behavior of purchasing intentions supports previous literature, finding that trust allows consumers to buy from or recommend this to others (Ahmad et al, 2020). in particular, proven engagements generate greater attention and a better understanding of the message of a product (Celsi, R. L., & Olson, 1988); and consumers use more time devoted to finding information about a product (Bloch, Sherrell, & Ridgway, 1986); deeper information processing (Burnkrant, R. E., & Sawyer, 1983) and broader elaboration of the product.…”

“…Thus, at least one party is interested and actively seeking product-related information. However, unfortunately, this study does not consider unsolicited e-WOM and can be found on Instagram by individuals who may not even be interested in the brand in question (Ahmad et al, 2020). but are related to the brand's communication exchange that is 'connected' with members of the brand community.…”

“…A recent study has also shown that celebrity endorsements lead to favorable attitudes towards supported brands (Ahmad et al, 2020). Of course, the use of celebrity endorsements involves a considerable cost (Liang & Lin, 2018) and does not guarantee success in marketing promotions.…”

What Are the Determinants of Consumers' Online Reviews Adoption for Hotel Bookings: A Structural Equation Modelling Approach

“…Various researches have studied information sidedness in past literature and considered it as an important factor of online reviews (Chen et al, 2014;Daowd, Hasan, Eldabi, Rafi-Ul-Shan, Cao & Kasemsarn, 2020;Garg & Pandey, 2020;Hu et al, 2012;Purnawirawan et al, 2012;Qiu et al, 2012;Shih & Sung, 2020;Xue & Zhou, 2010;Wang, Li & Liu, 2020;Zhang, Craciun & Shin 2010). Thus, we hypothesize: H3: Information Sidedness positively influences Information Usefulness.…”

Understanding the Adoption of Incentivized Word-of-Mouth in the Online Environment

“…Consumers receiving messages are more identified with noncommercial/informal sources because they understand them as more authentic, more realistic, similar to themselves [42,43]. Therefore, consumers' behavior is influenced by the messages sent by someone similar to them [44,45].…”