E-WOM across digital channels: A comparison of e-commerce and social media impact on consumer purchase intentions
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Author(s)Mohammad Rishad FaridiLink to ORCID Index: https://orcid.org/0000-0003-2733-0731
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Azam MalikLink to ORCID Index: https://orcid.org/0000-0001-8726-3361
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Noor Alam KhanLink to ORCID Index: https://orcid.org/0000-0002-5425-6701
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Asif IqbalLink to ORCID Index: https://orcid.org/0000-0001-6527-0763
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Sania KhanLink to ORCID Index: https://orcid.org/0000-0003-3072-8310
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DOIhttp://dx.doi.org/10.21511/im.20(4).2024.17
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Article InfoVolume 20 2024, Issue #4, pp. 192-205
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7 Downloads
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Creative Commons Attribution 4.0 International License
This study analyzed by comparing the effect of e-WOM (electronic word-of-mouth) virtual shopping websites and e-WOM from respondents on social networks on users’ smartphone buying intentions. A research frame is established based on four e-WOM components: e-WOM source credibility, e-WOM source quality, e-WOM source attitude, and e-WOM source format toward the purchase intention of a smartphone. The effect of the independent variables was empirically tested using multiple regression analysis on the dependent variable of customer buying intention. The research was conducted in Uttar Pradesh, a province in India, with 362 respondents administering a questionnaire. Descriptive statistics, ANOVA (analysis of variance), and regression analysis were applied to interpret the source data. The results of regression factors had a strong statistical influence with a probability value of .000 and R2 of .358 according to the outcomes, suggesting that the framework described 35.8 proportion of the variance and that all the factors were major antecedents of buying intention. This study assists digital businesses in determining consumer buying trends through e-WOM on digital platforms. This study proposes a novel concept to understand how e-WOM affects customers’ buying intent from social networks and e-commerce portals.
Acknowledgment
This study is supported via funding from Prince Sattam bin Abdulaziz University project number PSAU/2024/R/1445.
- Keywords
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JEL Classification (Paper profile tab)M30, M31
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References59
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Tables8
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Figures0
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- Table 1. Variables and items
- Table 2. Sample attributes
- Table 3. ANOVA analysis of buying intention
- Table 4. Cronbach’s alpha
- Table 5. R-squared value
- Table 6. Probability value
- Table 7. Multiple regression evaluation of variables on social networks and e-commerce platforms
- Table 8. Hypothesis assessment results
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Factors affecting users’ brand awareness through social media marketing on TikTok
Cuong Nguyen ,
Thao Tran ,
Tien Nguyen
doi: http://dx.doi.org/10.21511/im.20(1).2024.11
Innovative Marketing Volume 20, 2024 Issue #1 pp. 122-131 Views: 2003 Downloads: 558 TO CITE АНОТАЦІЯTikTok is increasingly influential in promoting brand awareness and boosting purchase intention. From a social media marketing perspective, brand awareness significantly influences consumers’ purchasing decisions. The primary objective of this study is to investigate and measure the factors influencing the brand awareness of TikTok users through social media marketing communications. The paper employs exploratory factor analysis, Cronbach’s Alpha test, and regression analysis to test the hypotheses. 24 observed variables were divided into six groups. Each variable was assessed using a 5-point Likert scale. The sample size includes 240 valid responses from TikTok users collected via convenience sampling. The questionnaire was distributed to TikTok users from Vietnam via the link on Google Forms. The collected data were processed by SPSS 20 software. The results suggest that six independent variables positively affect brand recognition via social media marketing on TikTok, with a 95% confidence interval at Sig. = 0.000 (0.05). Each of the six variables positively impacts initial expectations and is statistically significant at 1%. The results show that trends (Beta = 0.299) are the most decisive factors impacting brand awareness of TikTok users. Besides, electronic word of mouth (Beta = 0.242), influencer (Beta = 0.220), entertainment (Beta = 0.206), interaction (Beta = 0.200), and storytelling (Beta = 0.179) also positively affect the brand awareness of TikTok users. Limitations and further research suggest that marketers should investigate the role of artificial intelligence (AI) in the consumer’s brand awareness-constructing process.
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Co-creation experience in Indonesian mobile commerce: A self-determination theory perspective
Muhammad Iqbal Firdaus ,
Cynthia A. Utama ,
Gita Gayatri ,
Whony Rofianto
doi: http://dx.doi.org/10.21511/im.19(3).2023.13
Innovative Marketing Volume 19, 2023 Issue #3 pp. 145-158 Views: 445 Downloads: 139 TO CITE АНОТАЦІЯUnderstanding customer co-creation experience in mobile commerce helps business to tailor their offerings, improves customer engagement, and cultivates long-lasting brand relationships, ultimately leading to business success in the competitive digital marketplace. Anchoring in service-dominant logic and self-determination theory framework, this study aims to investigate customers’ internal stimuli as the antecedents of the co-creation experience and its impact on brand relationship behavior. An online survey was employed to gather data from 499 users of Shopee, Tokopedia, Bukalapak, and Lazada mobile commerce marketplaces in Indonesia. PLS-SEM is used to analyze the conceptual model. The results reveal that customers’ internal stimuli of enabling the self and gratifying the self positively influence the co-creation experience (t-value > 1.645, p-value < 0.001). At the same time, no significant effect was found on the relationship between enriching the self and the co-creation experience. This study also confirms the role of co-creation experience in motivating continuance intention and E-WOM (t-value > 1.645, p-value < 0.001). The findings contribute to developing and validating the co-creation experience concept by demonstrating the role of customer internal stimuli in influencing the co-creation experience, thus motivating customer continuance intention and E-WOM behavior. The findings suggest the importance of the focus given by mobile commerce marketplace managers in designing mobile commerce platforms that can also meet the inner needs of users. A positive co-creation experience can enhance customer commitment and thus encourage positive E-WOM. These factors contribute to the long-term success and growth of mobile commerce platforms in an increasingly competitive market.
