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
More filters
The Effect of Food Vlogger’s Attribute on Purchasing Intention of Culinary Product in Jakarta, Bogor, Depok, Tangerang and Bekasi
TL;DR: In this article, the authors measured the effect of Food Vlogger's attribute on purchasing intention of Culinary Product from Street Food Vendor in Jakarta using probability sampling techniques using judgmental sampling, who have watched food Vloggers videos in YouTube and live in Jabodetabek at least 6 months from the questionnaire spread to the respondent via online.
Journal ArticleDOI
Recommendations' Impact on Customer Behavior and Visiting Catering Organizations
TL;DR: In this article, the authors analyzed the significance and impact of recommendations on customers' visiting points of sales, and concluded that recommendations on the range of dishes, interior of a catering organization as well as convenient billing and discounts for loyal customers have a positive impact on respondents' visiting catering organizations.
Journal ArticleDOI
Impact of online social media on consumers’ purchasing intention via social network sites
TL;DR: In this paper, the authors tried to build a research model describing the impact of motivations of using social network sites (SNSs) on social e-WOM and consumers' trust, attitude and purchasing intention via SNSs.
Book ChapterDOI
Leveraging EWOM on Service Failure Recovery Strategy: An Insight into the Brand Perspective
Silvia Ranfagni,Wilson Ozuem +1 more
TL;DR: In this article, the authors explore the relationship between UGC, as a basis of eWOM, and service failure and recovery strategies filtered through the brand, from a theoretical point of view and offer insights into the fashion industry.
References
More filters
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.
Related Papers (5)
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Claes Fornell,David F. Larcker +1 more