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
Effect of social media marketing on e-wom, brand loyalty, and purchase intent
Bulut Dülek,İbrahim Aydin +1 more
TL;DR: In this paper, the authors investigated the effect of social media marketing on brand loyalty, electronic word of mouth communication and purchase intention, as well as the impact of brand loyalty and E-WOM on purchase intention.
Journal ArticleDOI
A study of antecedents influencing eWOM for online lecture website: Personal interactivity as moderator
Mi sook Lee,Hongbok An +1 more
TL;DR: This paper identifies the antecedent factors affecting learners’ attitude toward online lecture website (ATW), which, in turn, affects electronic word of mouth (eWOM) and finds the factor that online lecture business should focus on the most to make learners have positive attitude.
Journal ArticleDOI
Marketing communications via celebrity endorsement: an integrative review
Patrícia Ianelli Rocha,Jorge Henrique Caldeira de Oliveira,Janaina de Moura Engracia Giraldi +2 more
TL;DR: The authors in this paper performed an integrative analysis, mapping the main areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of subject subareas and a research agenda for the topic.
Journal ArticleDOI
Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions
TL;DR: In this paper, a quantitative study based on a survey conducted with 622 smartphone users was conducted to identify the antecedent role of brand awareness in other dimensions of consumer-based brand equity (CBBE) and its impact on purchase intention.
Journal ArticleDOI
Intentions to use travel eWOM: mediating role of Indian urban millennials’ attitude
Anubha,Samik Shome +1 more
TL;DR: In this paper, the authors examined the impact of electronic word of mouth (eWOM) on behavioural intentions of Indian urban millennials to use it when they book travel by measuring the eWOM on the basis of four dimensions, namely, perceived credibility, quality, quantity and completeness.
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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