The Impact of Online Communities and E Word of mouth on Purchase Intention of Generation Y: The Mediating Role of Brand Trust

Abstract

Effective marketing and advertising campaigns contribute to customer development, profitability, and business success in the long term. The evolving economies, globalization, and innovative technologies, which have quickly transformed the economic community, make present markets more attractive. Marketing firms are pushed in a new direction by social media marketing, such as Facebook, Twitter, and YouTube. Social media have reached so deeply into millions of people globally and it also has drawn the interest of advertisers. Considering the timeliness and relevance of the phenomenon, this study aims to identify the impact of online communities and e word of mouth on the purchase intention of generation Y. The relevant data were collected through a self-administered questionnaire from 150 individuals aged 25 to 40 years who are residing in the Colombo district based on the convenience sampling method. This study found a positive significant effect of e word of mouth on brand trust and purchase intention and the relationship between e word of mouth and purchase intention is mediate by the brand trust. Further, online communities have a positive significant impact on brand trust and the relationship between online communities and purchase intention is mediated by brand trust. This research fills the gap in the existing literature and provides valuable insights to organizations that use social media marketing as a communication tool.

Online Brand Attachment, Experience, and Sales Promotion Leads to Purchase Intention: Moderating Role of Online Brand Trust

“…Khan et al, 2020). A buyer's readiness to rely on a brand in an uncertain situation because they anticipate positive outcomes from the brand is another de􀅫inition of brand trust (Kamalasena & Sirisena, 2021). Essentially, when consumers are unclear about what to believe, trust helps to reduce ambiguity.…”

“…Customers who trust a business feel that their expectations will be ful􀅫illed, which promotes dependability and keeps them from being let down. Conversely, brand trust pertains to the degree to which a consumer is willing to place their faith in a brand, particularly in the face of risk, in the hopes of achieving a favourable result (Kamalasena & Sirisena, 2021). Customers' faith in a company is a critical component of its success and well-being.…”

“…According to some earlier studies, purchase intention was highly correlated with desire and attitude toward a product or brand Xu et al (2022). The possibility that consumers might plan to or be prepared to purchase a particular good or service in the future has also been referred to as purchase intention (Hidayati et al, 2021;Kamalasena & Sirisena, 2021). According to Cuong (2020), purchase intention indicates how consumers will behave predictably when making shortterm future purchases (such as choosing a product or brand to buy when they go shopping) (Cuong, 2020;Dam, 2020)).…”

Social media marketing content strategy: A comprehensive framework and empirically supported guidelines for brand posts on Facebook pages

“…However, the rise of social media has created a new celebrity type, the “micro‐influencer,” who owes their fame to social media. Micro‐influencers have strong and enthusiastic followings that are usually more targeted, amounting anywhere between a few thousand to hundreds of thousands of followers (Kamalasena & Sirisena, 2021). Hence, we have included micro‐influencer as an additional category of endorser type within the taxonomy of “source.” We briefly describe each of these four types below.…”

Peran Brand Image Memediasi Pengaruh E-Wom Terhadap Niat Beli Smartphone Vivo Di Kota Denpasar

“…Dengan E-WOM yang positif atau baik maka akan menekan tingkat ketidakpastian konsumen sebaliknya akan meningkatkan niat beli konsumen (Padmi & Suparna, 2021). Serupa dengan hasil penelitian Ahmad et al 2020); Kamalasena & Sirisena (2021); Amanda et al (2021); dan Putra et al (2020).…”