Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India (original) (raw)
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Majalah Ilmiah Bijak
This study aimed to investigate the function of brand image in mediating the impact of social media and electronic word-of-mouth on purchase intention. Methods The causality technique is employed in this study. Customers who purchase on South Tangerang's Lazada marketplace make up the study's demographic. Purposive sampling was employed to select samples from up to 150 respondents. SEM (Structural Equation Model) analysis with the SMART PLS program was employed for the data analysis. The research showed that social media and electronic word-of-mouth (E-WOM) had a favorable and significant impact on brand perception. Brand image can act as a mediator between Electronic Word of Mouth (E-WOM) and social media factors on purchase intention. E-WOM and social media have a favorable and significant impact on purchase intention. The findings of this study suggest that social media and electronic word-of-mouth (E-WOM) can, directly and indirectly, improve purchase intention through b...
International Journal of Electronic Marketing and Retailing, 2017
This study focused on the understanding of consumers' use of social networking sites as a vehicle for electronic word of mouth. The hypotheses examined the impact of social relationship variables-social capital, tie strength, attitude homophily, background homophily, trust, normative influence, and informational influence on electronic word of mouth behaviour in social networking sites. For testing the hypothesised relationships between the predictors and electronic word of mouth behaviour variables, structural equation modelling (SEM) was applied on the data collected from social networks' users. Exploratory factor analysis (EFA) was conducted, followed by confirmatory factor analysis (CFA). It was concluded that social capital, background homophily, normative influence, informational influence emerged to be strong significant predictors of electronic word of mouth, and attitude homophily and trust were found to be partially significant. Only tie strength was not found to be a significant predictor.
Management Science Letters , 2019
This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data col-lected from 402 valid respondents among consumers who use smartphone brands in North Cyprus. The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results confirm the significant effects of eWOM on purchase intention through brand image and the mod-erating role of product type among eWOM, purchase intentions and brand image. The study also recommends that firms and marketers must concentrate on online communication channels to af-fect consumers’ intention toward purchasing brands and brand image. Moreover, the current study model suggests that future study can be extended in different context, countries (i.e. developed, emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social media platforms sites (i.e. Facebook, Twitter).
This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data collected from 402 valid respondents among consumers who use smartphone brands in North Cyprus. The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results confirm the significant effects of eWOM on purchase intention through brand image and the moderating role of product type among eWOM, purchase intentions and brand image. The study also recommends that firms and marketers must concentrate on online communication channels to affect consumers' intention toward purchasing brands and brand image. Moreover, the current study model suggests that future study can be extended in different context, countries (i.e. developed, emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social media platforms sites (i.e. Facebook, Twitter).
South Asian Research Journal of Business and Management
Due to the rapid advancement of information technology, consumers can exchange information in person and over the internet. This study aimed to examine the effect of Online Advertising and Electronic Word of Mouth (E-WOM) on Brand Image, which in turn had an impact on Purchase Intention for local cosmetic products in Indonesia. A questionnaire was distributed to 210 respondents who had been chosen using a purposive sampling technique. Subsequently, the data were analyzed employing Structural Equation Modeling (SEM) using AMOS 26 software. The primary finding in this research was that Online Advertising and E-WOM had a positive effect on Brand Image and Purchase Intention. In addition, Brand Image had a positive and significant effect on Purchase Intention and played a significant mediating role in Online Advertising and E-WOM.
Proceedings of the Proceedings of the 1st Padjadjaran Communication Conference Series, PCCS 2019, 9 October 2019, Bandung, West Java, Indonesia, 2020
The purpose of this research is to find out and analyze electronic word of mouth (eWOM) in social media Instagram, can influence brand attitude and purchase intention in lipstick brand By Lizzie Parra (BLP). BLP is a lipstick product that was born through a digital store first, and then they opened its offline stores which are now spread in three cities in Indonesia. This research was conducted by using a quantitative method with convenient sampling while data were collected from scaled questionnaire through using the online survey. The use of this method isn't only illustrates the concepts and facts that exist, but intends to analyze and explain the causal influence between the variables through hypotheses testing. The sample in this study totaled 110 respondents, the sampling technique was taken random with the criteria of female that having an Instagram social media account, also knowing BLP lipstick products. Data were analyzed using a variance-based Structural Equation Model (SEM), using the Analysis of Moment Structures (Amos). Word of mouth significantly it has a strong influence on brand attitude and purchase intention.
The Business and Management Review, 2016
Word of mouth communication has changed massively over the years, due to sophisticated technologies and new techniques, to a more ubiquitous form of communication called electronic word of mouth. The purpose of this paper is to examine the influence of e-WOM on purchase intention, as well as examining the mediating effect of brand image and consumer's attitude towards the brand on the relationship between e-WOM and purchase intention. To empirically test the hypothesized relationships between variables a model consisted of those variables was developed based on literature review. This model was analyzed using Structural Equation Modeling (SEM) using AMOS program 22. A quantitative, descriptive analysis a self-administered structured questionnaire was designed to investigate model relationships and was distributed on.469 undergraduates students from two large Business Schools affiliated to public and private universities operating in Cairo the capital of Egypt using the convenience sample technique. As most studies can hardly be implemented and applied to countries like Egypt. Therefore, Egypt is worthwhile to be studied on the topic of e-WOM and its influence on purchase intention. Empirical results indicated that eWOM had a significantly positive impact on brand image, brand attitudes and consumers' purchasing intention also findings revealed that brand image has a strong effect on the consumers' attitude toward a specific brand. The results could be useful for the organizations to better serve their consumers through the online buzz marketing strategies.
The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media
International Journal of Business and Management, 2014
Social media has become the driving force which transforms the web into an interactive information and communications technology device. Social media has a significant role in influencing customer's choice in selecting products and services based on the customers' feedbacks that appeared in the weblogs, web sites, online boards and other kinds of user-generated content (Raman, 2009). It is indeed important to remember that brand equity is no longer valued by large sums of money that companies invest; instead customers are dictating the value of brand equity by what they are saying to each other. Therefore, this study will focus on evaluating the roles of various brand equity constructs (including brand loyalty, brand association, brand awareness and brand image) in mediating the interrelation among electronic word of mouth and the dimensions of brand equity in the context of social media. There were total of 300 usable questionnaires were collected in this research. The finding revealed that there is an indirect interrelationship between electronic word of mouth and the dimension of brand equity, mediated by the respective various brand equity constructs.
The Impacts of Electronic Word of Mouth on Brand Equity
2014
Social media has become the driving force which transforms the web into an interactive information and communications technology device. Social media has a significant role in influencing customer's choice in selecting products and services based on the customers' feedbacks that appeared in the weblogs, web sites, online boards and other kinds of user-generated content (Raman, 2009). It is indeed important to remember that brand equity is no longer valued by large sums of money that companies invest; instead customers are dictating the value of brand equity by what they are saying to each other. Therefore, this study will focus on evaluating the roles of various brand equity constructs (including brand loyalty, brand association, brand awareness and brand image) in mediating the interrelation among electronic word of mouth and the dimensions of brand equity in the context of social media. There were total of 300 usable questionnaires were collected in this research. The fi...
Sustainability
Social networking influencers are those who use images, videos, and other updates on social media platforms to affect consumers’ impressions of a company or product. The purpose of this study is to assess the present status of social networking sites and the online purchase intentions of consumers. This research paper is an attempt to identify the effect of various attributes of social networking that influence credibility and brand image, eventually leading to the purchase intention of consumers in Delhi NCR (National Capital Region), India. The data were collected using Google Forms via an online questionnaire with a sample size of 262 respondents. A convenient sampling technique was used; structure equation modeling (SEM), convergent and discriminant validity, and model fitness were achieved through Smart PLS 3. This study’s findings reveal that expertise, information quality, and trustworthiness have significant positive effects on credibility and brand image, as well as a signi...