The effectiveness of e-word-of-mouth communication about smartphones purchase intention: digital influencer

Rosário, João Ferreira do; Loureiro, Sandra María Correia

doi:10.1504/ijima.2021.10040887

Cited by 5 publications

(7 citation statements)

References 38 publications

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“…Responding to the first research question, our findings contribute to existing research by revealing three types of message noise that are prevalent in social media platforms: technical noise, material noise, and architectural noise. Furthering the understanding of message noise as an attribute of various functions of platforms/access devices (Ashman et al, 2021;Kozinets, 2019;Rosário, & Loureiro, 2021;Smith, Fischer, & Yongjian, 2012) and users' choice of these mediums (Zhang, Chau, Wang & Luo, 2021), our network view of the social media communication ecosystem (Latour, 2005) reveals a more cohesive and interconnected understanding of social message noise. We found that senders and receivers inadvertently contribute to the creation of noise merely through their choice of communication platforms and devices.…”

Section: Discussionmentioning

confidence: 99%

“…Social media platforms are different from one to another in their expressive, communicative, and social capacities (Ashman et al, 2021;Kozinets, 2019;Rosário, & Loureiro, 2021;Smith, Fischer, & Yongjian, 2012) and a diverse set of factors help disseminate messages communicated across social media networks (Chung, Woo, & Lee, 2020). Therefore, current research asserts that meanings of social media messages are co-created within a network of interactions (Viglia, Pera & Bigne, 2018) that combine a range of human and non-human actors and such co-creative pursuits lead to countless opportunities for message reinterpretation and distortion (Dibb & Carrigan, 2013;.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Identifying sources of noise within the networked interplay of marketing messages in social media communication.

Edirisingha¹,

Hardcastle²,

Cook³

2023

IJIMA

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Identifying sources of noise within the networked interplay of marketing messages in social media communication.

Edirisingha¹,

Hardcastle²,

Cook³

2023

IJIMA

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“…(Deza & Honeyta Lubis, 2020), reveals that "Purchase interest arises because of any concept of an object or product, consumer confidence in a product, where the lower the consumer's confidence in a product, the lower the consumer's buying interest". Purchase intention is defined as the subjective probability that consumers will buy a particular product or service in the future (Rosário & Loureiro, 2021). purchase intention is very important to understand because it can predict customers' actual purchasing behavior well (Bataineh, 2015).…”

Section: Anggres Ayu Damayanti Dkkmentioning

confidence: 99%

Influence Servitization And Electronic Word of Mouth (E-Wom) on Buying Intention With Consumer Trust as Mediation

Damayanti,

Nugroho

2023

al. kharaj. j. islam. econ. bus.

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The purpose of this study was to analyze the effect of Servitization and E-Wom on Purchase Intention with Consumer Trust as Mediation. The type of research used in the study is causal associative research using quantitative techniques. The population in this study were customers of various coffee shops in Surakarta. The sampling technique used is purposive sampling. The technique for determining the number of samples can use the Lemeshow Formula. By using the Lemeshow formula obtained is 96.04 which is then rounded up to 100 people. The analysis technique used is Partial Least Square (PLS) with the calculation process assisted by the SmartPLS 3.0 software program. The results of this study show that Servitization, E-Wom, and Trust have a positive and significant effect on purchase intention. Trust has a positive and significant effect on purchase intention. Servitization and E-wom have a positive and significant effect on customer trust. Trust mediates the effect of Servitization on purchase intention. Trust mediates the effect of servitization on purchase intention

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“…It is based on the credibility of the sender that eWOM is able to influence consumers' purchasing decisions. In an effort to generate word-of-mouth online, marketers are increasingly relying on influencer marketing (Rosário & Loureiro, 2021). As suggested by Chen et al (2022), eWOM is driven by the ease of use of the platform, and positive eWOM has a substantial effect on product sales.…”

Section: Electronic Word-of-mouth (Ewom) and Consumer Purchase Decisionsmentioning

confidence: 99%

Unveiling the Dynamics: Exploring the Stimulus-Organism-Response (Sor) Model in the Context of Social Media Influencer Marketing, Electronic Word of Mouth, and Purchase Decisions, With a Focus on the Mediating Role of Brand Awareness

YAQUB,

ATIF,

WASEEM

et al. 2023

BBE

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In recent years, YouTube, Facebook, and Instagram, which were originally designed to only provide users with a means of sharing and consuming content, have emerged as major channels for marketing products and services. The exceptional growth of online users in Pakistan makes social media advertising prevalent in the country. In addition to that, the use of electronic word of mouth and social media influencers has become one of the most recent forms of advertising in response to this shift. The goal of this research was to determine if and how brand awareness influences the effectiveness of social media influencer marketing, the spread of positive product reviews online, and ultimately, customer purchases. This study used the SOR Model to analyze how social media influencer marketing, brand awareness, electronic word of mouth, and consumer decisions are related. Quantitative methods were used since they were thought to be the most effective way to complete the study. In addition, 385 responses from those who utilize social media were gathered for this analysis. Using a convenience sampling technique, online questionnaires were used to collect data. Furthermore, data were analyzed through SPSS V- 21 for statistical analysis and Smart PLS-SEM for modeling and hypothesis testing. Considering the study's objectives, the measuring model, structural model, and mediation analysis were evaluated for validity. A significant finding of the study was that brand awareness, electronic word of mouth, and social media influencer marketing were associated with consumer purchase decisions. Additionally, the current study has filled a literature gap by identifying potential opportunities for further research on this topic in the context of online marketing and e-commerce in Pakistan.

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The effectiveness of e-word-of-mouth communication about smartphones purchase intention: digital influencer

Abstract: The effectiveness of e-word-of-mouth communication about smartphones purchase intention: digital influencer.

Cited by 5 publications

References 38 publications

Identifying sources of noise within the networked interplay of marketing messages in social media communication.

Identifying sources of noise within the networked interplay of marketing messages in social media communication.

Influence Servitization And Electronic Word of Mouth (E-Wom) on Buying Intention With Consumer Trust as Mediation

Unveiling the Dynamics: Exploring the Stimulus-Organism-Response (Sor) Model in the Context of Social Media Influencer Marketing, Electronic Word of Mouth, and Purchase Decisions, With a Focus on the Mediating Role of Brand Awareness

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