E-WOM and consumers’ purchase intention: An empirical study on Facebook (original) (raw)
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Social media websites have created valuable opportunities for electronic word of mouth (eWOM) conversations. People are now able to discuss products and services of brands with their friends and acquaintances. The aim of this study is to examine the influence of these conversations in social media on consumers' purchase intentions. For this purpose, a conceptual model was developed based on the integration of Information Adoption Model (IAM) and related components of Theory of Reasoned Action (TRA). The new model, which is named as Information Acceptance Model (IACM), was validated through structural equation modelling (SEM) based on surveys of 384 university students who use social media websites. The results confirm that quality, credibility, usefulness and adoption of information, needs of information and attitude towards information are the key factors of eWOM in social media that influence consumers' purchase intentions. Theoretical and practical implications are discussed as well as recommendations for further research.
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E-WOM has become an essential marketing tool, as an online marketplace compete to dominate the online space. This paper assesses the relationship of e-WOM and its relationship towards purchase intention. The theoretical model based on the information acceptance model suggesting information (quality, credibility, usefulness, and adoption), needs of information and attitude towards information are the primary variables that influence purchase intention. This is a descriptive research; closed-ended questionnaires were distributed with 294 respondents with college students as the main demographic. The findings of this research show that the usefulness of information does play a significant influence toward purchase intention, but the attitude towards information does not significantly influence information usefulness. This study implies that some companies which compete in the online space should primarily focus on how useful their information is deemed by the consumers.
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This study analyses the effects of social media marketing characteristics and consumer attitudes on electronic word of mouth (eWOM) responses in the banking industry. A survey was conducted with a total of 416 customers who used social media accounts that are managed by companies within the banking sector; the collected data were then analysed using structural equation modelling. The results showed that banking Social media marketing characteristics (including interactivity, informativeness, and entertainment) have significant effects on eWOM. The results also demonstrated that customer attitudes significantly affect eWOM. It is expected that the results of this study may be used as fundamental data in the development of banking sector Social media marketing characteristics and attitude strategies, particularly by investigating the relative importance of each Social media marketing characteristics component.
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Customers' technology savviness and proneness to social media, have a positive influence towards the online purchase intention of branded products. These factors have a great contribution to generate positive inclination towards products. The Author developed and tested a conceptual model for the purchase intention towards content, generated by firms in the social media. In this study, not only the direct relationship between online purchase intention and customer technology savviness is measured, but also the mediating relationship between technology savviness and proneness to social media, and its impact on online purchase intention, was measured. In addition to the mediating effect of customer's proneness to social media, the impact of demographic variables such as age and education level effecting on online purchase intention, was also measured. It has been found that customer technology savviness has a positive influence over online purchase intention of company products, influenced by firm generated content in social media. The study results revealed that customer technology savviness, leads to customer proneness towards social media. It was proven that proneness to social media has a direct and positive influence over online purchase intention of products. It was found that there is also a partial mediating effect of customer proneness to social media, in between, customer technology savviness and online purchase intention of products. It was hypothesized and was proven that that age and education do not have a positive influence, over online purchase intention of products.
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