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
Kim Olduğunu Görebiliyoruz! Tüketimin Sosyal Görünürlüğünün Tüketici Marka Kimliği, Ağızdan Ağıza İletişim ve Marka Sadakatine Yansımaları
TL;DR: Arastirmanin evrenini, Turkiye’de taninmis bes tesettur giyim markasini (Nihan, Kayra, Tugba, Aker ve Armine) sosyal medyada takip eden kadin tuketiciler olusturmaktadir as mentioned in this paper.
Journal ArticleDOI
Change in brand attitude depending on fashion film type: the psychological mechanisms by engagement and consumer fantasy proneness
TL;DR: In this paper, the effect of consumers' brand attitude changes according to the fashion film type, and the psychological mechanism by engagement and consumer fantasy proneness was examined, showing that the non-narrative type induces more attention and curiosity from consumers than the narrative type, which affects the feeling of a special bond or relevance with the brand.
Journal ArticleDOI
Bringing Virtual Communities into a Marketing Strategy to Create Purchase Intentions in the Social Media Era
TL;DR: In this article, the authors examined the antecedents (social eWOM, image, and trust) and consequences (purchase intention) of e-WOM's adoption.
Journal ArticleDOI
Determinants of switching intention in the electricity markets - An integrated structural model approach
TL;DR: In this article , the authors combine the theory of planned behavior and push-pull theory to unpack the antecedents of customer switching intention in a contextual setting (Western Australia) that has a regulated electricity market.
Journal ArticleDOI
E-WOM effect through social media and shopping websites on purchase intention of smartphones in India
TL;DR: In this paper , the authors analyzed the comparative effects between E-WOM on online shopping platforms and social networking platforms on consumers' purchase intention of smartphones in India and found that E-wom credibility, attitude, quantity, and format had more impact on the 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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