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
Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands
TL;DR: In this article , the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark was investigated. But, they found that SMMa has no direct influence on Brand loyalty.
Journal ArticleDOI
Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets
TL;DR: In this article , the authors examined the elements of SMMAs and their influence on brand equity in terms of brand awareness (BBA) and brand image (BBI), as well as brand loyalty (BRL) and willingness to pay premium price (WPP) among Malaysian consumers of portable tech gadgets users.
Journal ArticleDOI
A typology of conspicuous donation on Facebook
Elaine Wallace,Isabel Buil +1 more
TL;DR: This article presented a typology of Facebook followers of charities, drawing on theories of value co-creation, impression management and conspicuous donation behavior, data from 234 students based in an Irish University and 296 adults in the USA were subjected to cluster analysis, four segments were identified, common to both samples: quiet donors are less likely to engage with a charity on Facebook, yet they may donate to the charity, while dirty altruists are motivated by a desire to help, but also to impress others.
Journal ArticleDOI
Web Trends: A valuable tool for business research
Yuying Shi,Brett Kazandjian +1 more
TL;DR: This paper used Google Trends web search data for economic forecasting and found that the resulting data are both consistent over time and consistent between data series, and validated these series by correlating them with the Interbrand brand equity index and by testing how well the series components predict company revenue.
Journal ArticleDOI
Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention
TL;DR: In this article, a structural equation model based on Partial Least Square (PLS) was used to study whether religiosity, EWOM, brand image, and attitudes influence purchase intention.
References
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Journal ArticleDOI
Structural equation modeling in practice: a review and recommended two-step approach
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.
Journal ArticleDOI
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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