The effects of intentions of consumers’ electronic word-of-mouth communication on their decisions of buying (original) (raw)
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Electronic word of mouth (eWoM) is gaining a lot of importance during this era of digitalization. The aim of this study is to explore how different dimensions of eWoM are translated through the biases that are a component of each individual consumer's mindset and psychology, eventually resulting in a positive or negative purchase behavior by the consumer. There has been a lot of literature related to the basic model of communication in a marketing context. In most of the studies of the communication model, the characteristics of the sender and the channel have been explored, but the receiver dynamics still remain a relatively less explored area of the marketing communication literature. Data was collected through a Google Doc-based questionnaire. An encouraging response of 81% was received from the respondents. Before examining the final procedures of analysis, reliability and validity are established through Cronbach's Alpha, discriminant and convergent validities. Results show that eWoM has a strong impact on consumer buying behavior. Lastly, our results indicate that consumer bias moderates the relationship between eWoM and consumer buying behaviours. There are several practical implications of this research study. Brands must practice marketing strategies that enable value creation, which ultimately results in positive eWoM.
Opinions by other consumers influences considerably on consumers' buying decisions as well as on post-purchase product perceptions. This is called word of mouth (WOM) and it is assumed to be more efficient than conventional marketing tools like advertising and personal selling. With the dawn of the Internet, major changes to the way consumers express their opinions about product or services have seen a sea change. Customers can now interact with other consumers via social media, e-mail, instant messaging, homepages, blogs, forums, online communities, chat rooms and review sites. Such interactions now commonly known as electronic WOM (eWOM) also influence consumer behavior. The Internet's accessibility, reach, and transparency have empowered marketers in influencing consumers. There is also need for understanding to what extent e-WOM is similar or different from offline WOM. Influence of e-WOM and traditional WOM cannot be undermined in today's highly competitive business environment. Market is ruled by organizations that can influence consumer behavior in its favour. Consumers are inclined to consider their friends and relatives are more credible and trustworthy than any form of sales promotional activity like advertising, public relations, and sales people. Thereby consumer-dominated communications tend Expanding The Horizon of Marketing: Contemplating The Synergy of Both Traditional Word of Mouth and E-Word of Mouth http://www.iaeme.com/IJM/index.asp 205 editor@iaeme.com to be more powerful and influential than information from other sources. This indicates that individuals are more inclined to embrace the information disseminated through WOM than commercial promotion. The advances of information technology and the emergence of online social networking sites have profoundly changed the way information are transmitted and have transcended the traditional limitations of WOM. The effect of e-WOM on consumers is similar to that of traditional WOM. Previous consumer's reviews on products and services have been an influential tool as an information source for consumers. Effectiveness in influencing customer behavior of both traditional WOM and eWOM cannot be undermined. However, there are some differences between traditional WOM and e-WOM. In traditional WOM communication, the information is exchanged in face-to-face conversation while in e-WOM consumers need only to interact with their computers to post or search consumer reviews. That is senders and receivers of information are separated by both space and time. Thus, it is a many-to-many communication in which the information exchanged is more voluminous in quantity compared to information obtained from traditional contacts in the offline world. As traditional WOM comes from friends and relatives while the source is anonymous in e-WOM differences of influence between the traditional and the online process may also depend on other factors. The relative influence of WOM and e-WOM may be dependent on the volume of information obtained from both sources. When consumers obtain more information from traditional WOM than from e-WOM, WOM influence is likely to be higher than e-WOM influence. Equally, the reverse effect is expected for consumers who obtain more information from e-WOM than from WOM. The differences between online and traditional process could affect the degree of influence on consumer behavior. Understanding the strength of both traditional WOM and eWOM can broaden the horizon of marketing products and services of an organization.
Fundamentals of Electronic Word of Mouth
Exploring the Power of Electronic Word-of-Mouth in the Services Industry
The assistance of advancing information technology leads consumers to freely share their experiences and positive or negative opinions on consumer-generated media (CGM) platforms, including various forms of online communications such as customer review sites, blogs, social network sites, and discussion forums. This new electronic form of traditional word of mouth (e-WOM) is becoming increasingly powerful for its creation and worldwide propagation of consumer comments. Such comments are valued as trustworthy by potential customers. This chapter adopts a descriptive approach to present fundamental research on the framework and the theoretical perspective of e-WOM and provides valuable insight to practitioners.
Electronic Word of Mouth Influence on Consumer Purchase Intention
Journal of Fundamental and Applied Sciences, 2018
Several factors apt to influence consumers on buying a product or service. But with the emerging e-marketing experiences and e-strategies of organizations, consumers inclined on electronic word of mouth which was more convenient due to its promptness and accessibility. This type of e-marketing affects consumer on its purchase intention of product or service. Purchasing experiences were found online and the consumers will be able to access at their own pace which would help them in buying decision. The study focused on the six factors: consumer reviews, characteristics of the reviewer, characteristics of the website presented the reviews, interpersonal influence, product review characteristics and environment influence and how these factors influence the buying decisions of consumers. A quantitative study and questionnaire was used to collect data. The data was collected from three hundred thirty seven college students of Surigao del Sur State University. Results revealed that there...