The Impact of EWOM Referral, Celebrity Endorsement, and Information Quality on Purchase Decision

Danniswara, R. Bhima; Sandhyaduhita, Puspa Indahati; Munajat, Qorib

doi:10.4018/978-1-5225-9282-2.ch042

Cited by 18 publications

(21 citation statements)

References 21 publications

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“…This freedom makes the quality of information a question mark in the minds of the consumers. This ambiguity has created a trouble in evaluating the quality of the information for a number of customers (Danniswara et al, 2020;Filieri & McLeay, 2013). The influence of information quality on eWom was studied previously by many researchers (Byung-Kwan & Hyang-Sook, 2020; Cheung & Thadani, 2012;Ukpabi & Karjaluoto, 2018).…”

Section: Antecedents Of Ewom Adoptionmentioning

confidence: 99%

An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption

2021

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Customer purchase intention in online shopping stores can be influenced by electronic word of mouth (eWom) communication generated by the comments of consumers on social networking sites. However, the adoption of eWom information by consumers is influenced by various factors. This study investigates the mechanism through eWom antecedents influence eWom adoption and consumer purchase intention. The study also examines how eWom adoption mediates the impact of antecedents of eWom adoption (Quality, Consumer Attitude, Credibility, Usefulness, Needs, and Adoption) on customer’s purchase intention. Using the hypothetic-deductive approach, the current study used a cross-sectional self-administered survey to collect data from a convenience sample of university students residing in Karachi. The SmartPLS software was used to analyze the collected data. Study findings reveal that all predictors of eWom adoption are significant. It was also found that eWOM adoption mediates the impact of eWom antecedents on consumer purchase intention. The results provide significant implications for website designers and digital marketers. For marketers working with social media, the findings of this study are encouraging. Marketers can use these findings to develop viral marketing campaigns and encourage customers to contribute useful and credible eWom that could improve the customers’ purchase intention.

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Section: Antecedents Of Ewom Adoptionmentioning

confidence: 99%

An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption

2021

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“…Electronic word-of-mouth has become the most important factor for online shoppers, whereas online product reviews also have turned into a major form of electronic word-of-mouth. However, the research on the quality of the information in e-commerce has been traditionally focused more on the quality of the websites, the quality of the information provided by the websites and its impact on user satisfaction (Danniswara et al , 2017; Li et al , 2017; Lim and Ting, 2012). More consideration was given to the ease of use, the response and design of the websites or whether the websites can provide clear, useful, up-to-date and accurate information.…”

Section: Introductionmentioning

confidence: 99%

How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework

Zhu

Wang

et al. 2020

AJIM

141

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PurposeThe relationship between online reviews and purchase intention has been studied in previous research. However, there was little knowledge about the effect of information quality and the social presence of online reviews on purchase intention based on the stimulus-organism-response (S-O-R) framework. The purpose of this study is to explore the intrinsic relationship between the stimulus (perceived information quality and social presence) generated from online reviews and the response (purchase intention).Design/methodology/approachThis study developed a research model by applying the S-O-R framework to test the proposed hypotheses. A combination of a web-based experiment and an online survey was employed to collect data. Hypotheses were empirically tested using Smart PLS.FindingsThe PLS analysis shows that both perceived information quality and the social presence of online reviews positively affect trust. Moreover, satisfaction with online reviews affects purchase intention, whereas trust has a positive impact on satisfaction, playing a mediating role between two stimuli and satisfaction. Besides, perceived information quality of positive online reviews is found to have a more significant impact on trust, satisfaction and purchase intention.Originality/valueThe results of this study are of great value for expanding both theoretical research and practical applications of online reviews in relation to purchase intention. This study with a new research model reveals the understanding of how the purchase intention will be motivated by online reviews. Meanwhile, the moderating effects and the mediating effects are also discussed.

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Section: A Celebrity Endorsementmentioning

confidence: 99%

“…Likewise, Danniswara et al [10] researched to check the impact of factors that shape consumers' potential purchase decisions on a social media platform. For the particular discourse of the research, Danniswara et al [10] chose Instagram, as the platform from which the matter regarding research was collected. Moreover, to fulfill the research's objective narrations, questionnaires were designed, and 350 respondents were asked to fill the data collection tool.…”

Section: A Celebrity Endorsementmentioning

confidence: 99%

Celebrities and Influencers: Have They Changed the Game of Online Marketing?

Dar¹,

Tariq²

2021

EJBMR

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Online marketing is termed as marketing 2.0, mainly because the ‘2’ here indicates how much double the marketing provides. Doubling in terms of profits, customers reach, and most importantly, brand image. Thereby, the dilemma arises where most of the brands, often even after having the right quality products, fail to satisfy their customers or, in the other case, fail to grow the virtual communities of their target audience. However, the following review article entails all the information needed regarding influential marketing & celebrity endorsements. Thus, to give marketers a new hope and scope in their blank world of Online Social networks. The paper contains an extensive literature review of 20 peer-reviewed articles published in reputable business journals. These consist of valuable details regarding the dos and perks of optimizing celebrity endorsements and influential marketing. Moreover, proceeding to the review portion, recommendations have been incurred to further benefit the readers & provide them a fresh insight into the two dilemmas and how brands can use these marketing paradigms to win the game of online marketing.

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The Impact of EWOM Referral, Celebrity Endorsement, and Information Quality on Purchase Decision

Cited by 18 publications

References 21 publications

An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption

An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption

How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework

Celebrities and Influencers: Have They Changed the Game of Online Marketing?

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