The Influence of Electronic Word-of-Mouth Communication on Consumer Purchase Intention

Zulkiffli, Wan Farha Wan; Zainuddin, Siti Afiqah; Anuar, Nur Izzati Mohamad; Said, Nadzirah Mohd; Muhammad, Mohd Zulkifli; Hashim, Hazzyati

doi:10.1007/978-3-031-08087-6_66

Cited by 11 publications

(3 citation statements)

References 32 publications

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“…It means that the higher the number of comments in short videos and the higher the credibility and popularity of the online community, the more consumers can trust the products or services in short videos. This finding is consistent with Zulkiffli et al [35], where the quantity of online comments not only influences consumers' purchase intentions but also defines the number of repetitions of consumers' product reviews, which reflects the popularity of the product among consumers. Most people feel that they may need a reference to support their opinion when shopping to avoid making a wrong choice, and the quantity of reviews online is an indication of the value of a product.…”

Section: Quantity Of Commentssupporting

confidence: 91%

Examining the Influences of Short Video for Cosmetics on Consumer Purchase Intention of Consumers in Mainland China

Wong

2023

JEMT

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In today's Internet age, more and more consumers are using the Internet in shopping, watching videos or communicating in social media, and their shopping and lifestyle has changed accordingly. The explosive growth of short videos in recent years has led many Internet marketing companies to use short videos to promote their products, especially in the cosmetics industry which has great potential for market demand and sales in Mainland China, and can be able to promote their products by short video online. This study provides cosmetic marketers by understanding the factors in producing cosmetic short video which can affect consumers’ purchase intention in Mainland China when they are using cosmetic short video promotion. The literature review of this study identified six factors: informativeness, perceived usefulness, interesting content, quality of comments, quantity of comments and key opinion leader that have relationships with purchase intention. This study collected 195 responses from consumers in Mainland China and employs quantitative research to collect the questionnaires and data. This study found that perceived usefulness, quantity of comments and key opinion leader in cosmetic short video are significantly related to purchase intention, while informativeness, interesting contents and quality of comments had no effect on purchase intention. Therefore, cosmetics marketers should focus on the perceived usefulness, quantity of comments and key opinion leader factors in cosmetics video to increase consumers’ purchase intention when watching cosmetic short video.

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Section: Quantity Of Commentssupporting

confidence: 91%

Examining the Influences of Short Video for Cosmetics on Consumer Purchase Intention of Consumers in Mainland China

Wong

2023

JEMT

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“…Research by Zulkiffli et [21]. Consumers want accurate and reliable information sourced from experts in their fields [22].…”

Section: H3: Brand Awareness Has a Significant Positive Effect On Pur...mentioning

confidence: 99%

Factors Influencing Purchase Intention of South Korean Cosmetics and Skincare

Ekklesia

Kesumahati

2023

JAM

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This study intends to analyze factors that can influence South Korean cosmetics and skincare purchase intention. This research uses a quantitative research design. A total of 301 samples were collected using the purposive sampling method. The data is processed using IBM SPSS Statistics version 26.0 software and Smart PLS version 3.0. The results obtained from this study are that E-WOM, brand awareness, and brand image have a significant positive effect on purchase intention. Brand ambassador and sender's expertise have no significant effect on purchase intention. E-WOM and brand awareness have a significant positive effect on brand image. E-WOM and brand awareness mediated by brand image has a significant positive effect on purchase intention.

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“…Moreover, several researchers believe that eWOM will play increasingly significant roles in assisting marketers, retailers, and consumers in the marketplace. This is as a result of the internet's emergence as a tool for connecting people within any restriction, especially for sharing information Indeed, trustworthy information from eWOM activity has become a necessity for consumers to make sound purchasing decisions, particularly among the younger generation (Wan Zulkiffli et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

How Vlogging Promotes Tourist Destination Image: Content Analysis of Popular Travel Vlogs Featuring Romblon

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ROBLES

SABANAL

et al. 2022

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Internet usage has become prevalent in the travel sector. In line with this, travel vlogs have become an effective way for many hospitality and tourist organizations to reach their target demographic and build their brand. Meanwhile, the essence of Electric word of mouth in tourism management is relatively significant. The purpose of the study is to identify the perceived tourist destination image of four selected travel vlogs and their comment feedback on featuring Romblon. The study analyzed the contents of the four vloggers who feature Romblon on their travel vlogs using qualitative research design, specifically content analysis. The study found that vloggers' attractiveness, interactivity, perceived entertainment, and perceived travel utility are positively correlated. Vlog videos have a significant positive effect on travel behavior intent. The study found that travel vloggers had a significant impact on the tourism industry, with some promoting tourist activities across multiple platforms, including films and other media. It was also discovered that e-WOM influences the reputation of the destination, visitors' interest, and level of trust. Meanwhile, the destination image elevates tourist confidence and interest. Overall, the perceived image of the tourist destination had a significant impact on the tourist's overall desire. The content and visual analysis of the videos, as well as audience comments, support the claim that travel vloggers and their respective vlogs play a significant role in the development of an online destination image of a location. More specifically, travel vlogging assists and provides customers with more options for personalizing and customizing their travel plans. Travel vlogs do a lot to help our locals grow their businesses and encourage people to visit different parts of the Philippines.

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The Influence of Electronic Word-of-Mouth Communication on Consumer Purchase Intention

Cited by 11 publications

References 32 publications

Examining the Influences of Short Video for Cosmetics on Consumer Purchase Intention of Consumers in Mainland China

Examining the Influences of Short Video for Cosmetics on Consumer Purchase Intention of Consumers in Mainland China

Factors Influencing Purchase Intention of South Korean Cosmetics and Skincare

How Vlogging Promotes Tourist Destination Image: Content Analysis of Popular Travel Vlogs Featuring Romblon

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