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
Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions: a context of brand fan pages in Facebook
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.
Journal ArticleDOI
An integrated measure of eWOM usefulness in the leisure travel: conceptualisation, scale development, and validation
Journal ArticleDOI
Online Shopping Behavior during COVID-19 Pandemic: An Indian Perspective
TL;DR: In this article, the authors focused on the main components to determine the behavior of customer towards online shopping from various ecommerce company during COVID-19 pandemics and found that social media, product quality, return and exchange policy, product descriptions and seller information significantly influenced the customer purchase intention during the lockdown due to COVID19 pandemic.
Book ChapterDOI
Factors Influencing the Purchase Intention of Cruelty-Free Cosmetics in Portuguese Consumers – An Exploratory Approach
TL;DR: In this paper, the authors identify the dimensions which may be related to the purchase intention of this type of products and verify that the use of social media, favorable attitudes towards animal cruelty-free cosmetics, altruism and environmental knowledge are positively related with the intention to buy these products.
Journal ArticleDOI
Conceptualizing eWOM, Brand Image, and Brand Attitude on Consumer’s Willingness to Pay in the Low-Cost Airline Industry in Thailand
TL;DR: In this article, the authors present a conceptual framework to explore the relationships between the mentioned independent variables on the willingness to pay more on airline ticket price in the context of the low-cost airline industry in Thailand.
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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