The role of electronic word-of-mouth in influencing consumer repurchase intention in social commerce

Abstract

This research investigates the way consumer repurchase intention in social commerce is shaped by electronic word-of-mouth at global scale. Building our argument by drawing on data collected from Deloitte, eMarketer, MarketingCharts, Marketing Insider Group, McKinsey, Mediakix, Nielsen, Smart Insights, and Statista, we performed analyses and made estimates regarding trusted information sources according to consumers, products/services that Internet users have personally recommended to others, channels through which Internet users would like to receive recommendations from others, leading social media marketing tactics among marketers/media agency professionals, sources that have influenced a recent purchase decision, what are retail digital buyers most concerned about when choosing a social e-commerce platform, important information in online reviews that influence purchase decisions according to Internet users, % of respondents who made a purchase influenced by electronic word-of-mouth channels, leading social media trends that will have the biggest effect on their advertising and marketing strategies, Internet users who agree that online reviews have an important influence on purchase decisions (by age), effective content formats for influencer marketing, and factors that influence whether a product is considered at each stage of the consumer decision journey. The data for this research were collected through an online survey questionnaire and were analyzed via structural equation modeling on a sample of 4,200 respondents.

The mediating role of gender in social media shopping acceptance: from the WOM perspective

“…As stated, the arrival of social media and its usage for decision-making is not apart from the influences of gender. Those who want to purchase the products through online retailers prefer to check what existing consumer say about their experiences, which further help them to make the decision accordingly ( Anastasiei and Dospinescu, 2019 ; Ismagilova et al., 2019 ; Lăzăroiu et al., 2020 ; Zhenquan and Xueyin, 2019 ).…”

Understanding How Consumer’s FNB Engage With Digital Storefront

“…Further to (Du et al, 2020) brand awareness can affect repurchase intention on the basis of knowledge of online services. The power of WoM is also an instrument for determining online repurchase intention behaviour (Lăzăroiu et al, 2020). In the context of online shopping, repurchase intention is an opportunity for someone who will continue to do it in the future (Pham et al, 2018).…”

A comparative study of positive and negative electronic word-of-mouth on the SERVQUAL scale during the COVID-19 epidemic - taking a regional teaching hospital in Taiwan as an example

“…In the current era of online media, electronic wordof-mouth (eWOM) spreads like viral marketing, and it spreads faster and wider than traditional word-ofmouth [5][6][7]. eWOM and online reviews are the best channels for consumers to instantly respond with postconsumer psychological cognition about service organization communication and repurchase intentions [8][9][10][11][12]. The research results of many previous studies have shown that the long-term impact of the word-of-mouth effect of online reviews is far greater than that of traditional marketing activities and media exposure [13][14][15][16][17][18].…”