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Journal ArticleDOI

Examining eWOM Credibility - Consumer Purchase Intention Relationship in Facebook: A Mediation Analysis

31 Aug 2019-Indian Journal of Marketing (Associated Management Consultants, PVT., Ltd.)-Vol. 49, Iss: 8, pp 7
About: This article is published in Indian Journal of Marketing.The article was published on 2019-08-31. It has received 5 citations till now. The article focuses on the topics: Credibility.
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Journal ArticleDOI
TL;DR: In this paper, a complete overview of the existing "buzz marketing" literature is provided to study current trends and future directions for researchers interested in exploring and contributing to the field of buzz marketing.
Abstract: Buzz marketing is widely used by marketers to generate buzz about products in the market. The purpose of this paper was to provide a complete overview of the existing 'buzz marketing' literature and to study current trends and future directions for researchers interested in exploring and contributing to the field of buzz marketing. The bibliometric and network methods of analysis of citation and co-citation were used to achieve the purpose of this research paper. This research included an evaluation of articles published in the Scopus database journals from 2001 – 2019. The bibliometric analysis was carried out using VOS Viewer software. The findings showed that the number of papers dedicated to the study of “buzz marketing” has diminished significantly in recent years, though there has been a significant increase in the number of activities to create buzz through buzz marketing by companies. In addition, the paper highlighted some of the area's most prominent papers. A conceptual model of buzz marketing has been developed from this bibliometric analysis. Lastly, the paper emphasized the new trends and addressed the relevant challenges faced in buzz marketing. This study concentrated exclusively on buzz marketing concepts, trends and challenges, and future directions.

7 citations

Journal ArticleDOI
TL;DR: In this article, the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in the presence of hedonic brand attitude and utilitarian brand attitude (UBA) as mediators, among smartphone customers in the context of brand fan pages in Facebook.
Abstract: Purpose The purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in the presence of hedonic brand attitude (HBA) and utilitarian brand attitude (UBA) as mediators, among smartphone customers in the context of brand fan pages in Facebook. Design/methodology/approach The paper uses a single cross-sectional design to survey a sample of 326 young online customers present in leading smartphone brand fan pages on Facebook in India. A structured questionnaire was used to collect data and replies were recorded on a Likert scale (five-point). The data was subjected to structural equation modelling for model and hypotheses testing. Findings eWOM has a significantly positive influence on the buying intentions of the young. Both HBA and UBA partially mediate the influence of eWOM on buying intentions. Research limitations/implications The study examines only the personal-oriented functions of attitude and does not investigate the role of social dimensions of attitudes. Its scope is confined to smartphones in the consumer electronics segment and only Facebook among social networking sites. Practical implications A theoretical contribution to eWOM literature is made by studying it under the lens of S-O-R theory and functional theory of attitudes. Measurement of two different dimensions of attitude, i.e. hedonic and utilitarian, may facilitate managers to comprehend the source of variance in consumers’ decision-making behaviour in the online context. Originality/value The only study to explore brand attitude as a mediator in its multi-dimensional form, in the context of social eWOM.

4 citations

Journal ArticleDOI
TL;DR: In this paper , the authors explored the critical success factors of s-commerce from the perspective of consumers in a developing country, and found that trust in sellers, sociability, electronic Word-Of-Mouth (eWOM), perceived economic benefit, and informational fit-to-task positively influence the intention to purchase in scommerce.
Abstract: The unprecedented growth of social media imposed fierce competition on business companies. That is investors found new methods to expand their business activities, and, in turn, boost their revenues. While there has been a plethora of research done to examine the critical success factors of social commerce (s-commerce) in developed countries, there is a dearth of studies conducted in developing countries. Meanwhile, it has been evident that the significance of these factors may vary across cultures. Therefore, this study, following the social cognitive theory, aims to explore the critical success factors of s-commerce from the perspective of consumers in a developing country. To achieve that, this study utilized a questionnaire that sought information related to factors driving consumers' intention to purchase in s-commerce. Seven hundred and fifty-seven subjects completed the survey. Structural equation modeling techniques were utilized to analyze the data. The findings of this study show that trust in sellers, sociability, electronic Word-Of-Mouth (eWOM), perceived economic benefit, and informational fit-to-task positively influence the intention to purchase in s-commerce. In addition to that, it was found that sociability and eWOM positively influence consumers' trust in sellers. The findings of this study are expected to contribute to the theoretical and practical areas of s-commerce. They are expected to make a significant contribution to the literature on s-commerce adoption from the perspective of a developing country. From a practical point of view, the results of this study should help stakeholders in s-commerce in developing business strategies to better their competitive advantage, retain existing consumers and attract new ones, and, in turn, increase sales and profits.

1 citations

Journal ArticleDOI
TL;DR: In this article , the authors investigated the influence of eWOM message characteristics (MC) on its perceived usefulness (PU) among the consumers, in the context of international tourism, and collected data from 833 respondents in the city of Coimbatore, Tamil Nadu.
Abstract: Word of Mouth (WOM) is one of the most frequently used term in the modern technology driven society. WOM is a means of direct interaction among consumers, influencing consumption-related decisions. With the massive expansion of internet, social-media and mobile phones, traditional WOM has given way to electronic Word of Mouth (eWOM). The significance of eWOM lies in its availability to a wider range of audience, though scattered geographically, connected virtually. Studies show that eWOM can influence travel-related decisions of potential tourists. Also known as user-generated content (UGC), eWOM available through social media and other similar platforms expands the ability of travellers to gather information, choose destinations and tour related services, understand the experiences of previous travellers and make better choices. Literature evidences show that the impact of eWOM on consumer decision making in tourism is greater than that of traditional face-to-face WOM communication. The objective of this study is to investigate the influence of eWOM message characteristics (MC) on its perceived usefulness (PU) among the consumers, in the context of international tourism. The data was gathered applying a validated survey questionnaire from 833 respondents in the city of Coimbatore, Tamil Nadu.
Journal ArticleDOI
TL;DR: In this article , the authors examined the antecedents and consequences of food delivery app engagement among urban and semi-urban customers in India during COVID-19 and found that the mobile application's perceived ease of use, enjoyment, and time convenience found a significant effect.
Abstract: With the expansion of internet penetration and the adoption of mobile apps, usage of food delivery applications has increased significantly during the pandemic. The study's main objective was to examine the antecedents and consequences of food delivery app engagement among urban and semi-urban customers in India during COVID-19. The data were collected from 269 semi-urban respondents and 301 urban respondents. The stimulus organism and response (SOR) model has been used to understand consumers' antecedents and consequences of food delivery app engagement during the pandemic. The study used the structural equation modelling method to test the relationship between the variables. The study's findings showed that the mobile application's perceived ease of use, enjoyment, and time convenience found a significant effect among urban and semi-urban customers. This study is limited to urban and semi-urban customers with cross-sectional survey data. The study has explored a few antecedents and consequences of mobile food delivery app engagement.