Journal ArticleDOI
Social eWOM: does it affect the brand attitude and purchase intention of brands?
Chetna Kudeshia,Amresh Kumar +1 more
TLDR
In this paper, a survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers using Structural Equation Modeling (SEM).Abstract:
Purpose
The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently, influences purchase intention of smartphones. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions.
Design/methodology/approach
A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 311 respondents comprising users of Facebook.
Findings
The research established that user-generated positive eWOM on social networking site, Facebook significantly influences brand attitude and purchase intention of consumer electronics.
Research limitations/implications
The data set used for the study limits generalizing of results, as the data are not representative across industries or across all social media applications. The study provides a useful and interesting insight into the theory and practice of eWOM. It shows how social eWOM, an emerging communication tool, not only helps twenty-first century marketers in reaching customers, but how it also plays a vital role in affecting brand attitude and purchase intention of products.
Originality/value
This paper provides useful and valuable insights into the relationship between social eWOM, brand attitude and purchase intention of consumer electronics, an area that largely remains unexplored. The study can also be replicated for other products or services for future research.read more
Citations
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Journal ArticleDOI
Managing brands’ popularity on facebook: post time, content, and brand communication strategies
TL;DR: In this article, the authors show that the administrator's comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand's popularity.
The Influence of Beauty-Related YouTube content on Consumers' Purchase Intention
TL;DR: In this article, the authors examined eWOM in the context of beauty-related videos on YouTube and found that information quality and source credibility were the important determinants of perceived information usefulness which significantly and positively influenced information adoption and purchase intention.
Journal ArticleDOI
The influence of online and offline brand trust on consumer buying intention
TL;DR: In this paper, a model that considers online brand trust in different non-brand-owned touchpoints as a multifactorial construct constituted by: social network influencers, bloggers, online retail platforms and brand-related user generated content was used to test the hypotheses.
Journal ArticleDOI
Effect of electronic word of mouth on repurchase intention mediated by brand attitude
TL;DR: In this paper, the effect of electronic word of mouth on repurchase intention mediated by the brand in the context of purchasing local clothing brands in the City of Denpasar was investigated.
Proceedings ArticleDOI
Instagram as Information In Developing Purchase Intentions: The Role Of Social E-Wom And Brand Attitude
TL;DR: In this article, the effect of social e-WOM on brand attitude and its impact on purchase intention on e-commerce in the JABODETABEK region (Jakarta, Bogor, Depok, Tangerang, Bekasi).
References
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Journal ArticleDOI
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TL;DR: In this paper, the authors provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development, and present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests.
Journal ArticleDOI
The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
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Social Network Sites: Definition, History, and Scholarship
danah boyd,Nicole B. Ellison +1 more
TL;DR: This publication contains reprint articles for which IEEE does not hold copyright and which are likely to be copyrighted.
Journal ArticleDOI
Users of the world, unite! The challenges and opportunities of Social Media
TL;DR: A classification of Social Media is provided which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds.
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