E-WOM across digital channels: A comparison of e-commerce and social media impact on consumer purchase intentions
-
Author(s)Mohammad Rishad FaridiLink to ORCID Index: https://orcid.org/0000-0003-2733-0731
,
Azam MalikLink to ORCID Index: https://orcid.org/0000-0001-8726-3361
,
Noor Alam KhanLink to ORCID Index: https://orcid.org/0000-0002-5425-6701
,
Asif IqbalLink to ORCID Index: https://orcid.org/0000-0001-6527-0763
,
Sania KhanLink to ORCID Index: https://orcid.org/0000-0003-3072-8310
-
DOIhttp://dx.doi.org/10.21511/im.20(4).2024.17
-
Article InfoVolume 20 2024, Issue #4, pp. 192-205
- 43 Views
-
6 Downloads
This work is licensed under a
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
-
JEL Classification (Paper profile tab)M30, M31
-
References59
-
Tables8
-
Figures0
-
- 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
-
- Ahmad, A. M. K., Abuhashesh, M., Obeidat, Z., & AlKhatib, M. J. (2020). E-WOM and airline e-ticket purchasing intention: Mediating effect of online passenger trust. Management Science Letters, 10(12), 2729-2740.
- Alhidari, A., Iyer, P., & Paswan, A. (2015). Personal level antecedents of eWOM and purchase intention, on social networking sites. Journal of Customer Behaviour, 14(2), 107-125.
- Armawan, I., Sudarmiatin, S., Hermawan, A., & Rahayu, W. (2023). The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop. International Journal of Data and Network Science, 7(1), 141-152.
- Bilal, M., Jianqiu, Z., Dukhaykh, S., Fan, M., & Trunk, A. (2021). Understanding the effects of ewom antecedents on online purchase intention in China. Information, 12(5), 1-15.
- Brown, J. O., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20.
- Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470.
- Cheung, M., Luo, C., Sia, C., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of online consumer recommendations. International Journal of Electronic Commerce, 13(4), 9-38.
- Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.
- Doh, S. J., & Hwang, J. S. (2009). How consumers evaluate eWOM (electronic word-of-mouth) messages. Cyberpsychology and Behavior, 12(2), 193-197.
- Dou, X., Walden, J. A., Lee, S., & Lee, J. Y. (2012). Does the source matter? Examining source effects in online product reviews. Computers in Human Behavior, 28(5), 1555-1563.
- Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.
- Faridi, M.R., & Malik A. (2019). Customer engagement technology in SME’s in Saudi Arabia: Does it ensue in disturbance or disruption. International Journal of Entrepreneurship, 23(1), 1-8.
- Faridi, M. R., & Malik, A. (2020). Digital transformation in supply chain, challenges and opportunities in SMEs: a case study of Al-Rumman Pharma. Emerald Emerging Markets Case Studies, 10(1), 1-16.
- Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161-183.
- Farzin, M., Sadeghi, M., Fattahi, M., & Eghbal, M. R. (2022). Effect of social media marketing and eWOM on willingness to pay in the etailing: Mediating role of brand equity and brand identity. Business Perspectives and Research, 10(3), 327-343.
- Gvili, Y., & Levy, S. (2018). Consumer engagement with eWOM on social media: the role of social capital. Online Information Review, 42(4), 482-505.
- Haque, A., Kabir, S. M. H., Tarofder, A. K., Rahman, M. M., & Almalmi, A. (2020). What Impacts Consumers’ Negative Ewom Purchase Intention? Evidence From Malaysia. International Journal of Advanced Science and Technology, 29(9), 310-325.
- Harun, A., Khan Kanjoo, N., & Othman, B. (2020). The Effect of Electronic Word of Mouth Communication on Purchase Intention Moderate By Trust: A Case Online Consumer of Bahawalpur Pakistan. International Journal of Advanced Science and Technology, 29, 4995-5008.
- Hennig-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2), 51-74.
- Hsu, H. Y., & Tsou, H.-T. (2011). Understanding customer experiences in online blog environments. International Journal of Information Management, 31(6), 510-523.
- Huang, L.-S., Chou, Y.-J., & Lan, I.-T. (2007). Effects of Perceived Risk, Message Types, and Reading Motives on the Acceptance and Transmission of Electronic Word-of-Mouth Communication. Contemporary Management Research, 3(4), 299-312.
- Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in Physiology, 8, 1-4.
- Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(5), 1203-1226.
- Iqbal, A., Khan, N. A., Malik, A., & Faridi, M. R. (2022). E-WOM effect through social media and shopping websites on purchase intention of smartphones in India. Innovative Marketing, 18(2), 13-25.
- Keller, E., & Fay, B. (2012). Word-of-Mouth Advocacy. Journal of Advertising Research, 52(4), 459-464.
- Khan, Z., Khan, A., Nabi, M. K., Khanam, Z., & Arwab, M. (2023). The effect of eWOM on consumer purchase intention and mediating role of brand equity: a study of apparel brands. Research Journal of Textile and Apparel, 28(4), 1108-1125.
- King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don’t know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167-183.
- Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310-330.
- Ladhari, R., & Michaud, M. (2015). EWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46, 36-45.
- Lee, M., Rodgers, S., & Kim, M. (2009). Effects of Valence and Extremity of eWOM on Attitude toward the Brand and Website. Journal of Current Issues & Research in Advertising, 31(2), 1-11.
- Leong, C. M., Loi, A. M. W., & Woon, S. (2022). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2), 145-157.
- Lin, T. M. Y., Lu, K. Y., & Wu, J. J. (2012). The effects of visual information in eWOM communication. Journal of Research in Interactive Marketing, 6(1), 7-26.
- MajlesiRad, Z., & Haji pour Shoushtari, A. H. (2020). Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on the tendency toward luxury brands. Future Business Journal, 6(1), 1-19.
- Manes, E., & Tchetchik, A. (2018). The role of electronic word of mouth in reducing information asymmetry: An empirical investigation of online hotel booking. Journal of Business Research, 85, 185-196.
- Mayopu, R. G., Wang, Y.-Y., & Chen, L.-S. (2024). Exploring the advertising elements of electronic word-of-mouth in social media: an example of game reviews. Multimedia Tools and Applications, 83, 74865-74709.
- Mehyar, H., Saeed, M., Al-Ja’afreh, H. B. A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth on consumers’ purchasing intention. Journal of Theoretical and Applied Information Technology, 98(2), 183-193.
- Mehyar, H., Saeed, M., Baroom, H., Afreh, A. L. I. A., & Al-adaileh, R. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(2), 183-193.
- Mo, Z., Li, Y.-F., & Fan, P. (2015). Effect of Online Reviews on Consumer Purchase Behavior. Journal of Service Science and Management, 08(03), 419-424.
- Nadarajan, G., Bojei, J., & Khalid, H. (2017). The study on negative eWOM and its relationship to consumer’s intention to switch Mobile Service Provider. Procedia Computer Science, 124, 388-396.
- Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the “like” button: The impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, 76(6).
- Ngo, T. T. A., Vuong, B. L., Le, M. D., Nguyen, T. T., Tran, M. M., & Nguyen, Q. K. (2024). The impact of eWOM information in social media on the online purchase intention of Generation Z. Cogent Business & Management, 11(1).
- Park, D.-H., Lee, J., & Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125-148.
- Park, D. H., & Lee, J. (2008). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386-398.
- Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134.
- Ramírez-Correa, P. E., Arenas-Gaitán, J., & Rondán-Cataluña, F. J. (2015). Gender and acceptance of e-learning: a multi-group analysis based on a structural equation model among college students in Chile and Spain. PloS one, 10(10), e0140460.
- Reza Jalilvand, M., Samiei, N., Dini, B., & Yaghoubi Manzari, P. (2012). Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of Destination Marketing and Management, 1(1-2), 134-143.
- Sa’ait, N., Kanyan, A., & Nazrin, M. F. (2016). The Effect of E-WOM on Customer Purchase Intention. International Academic Research Journal of Social Science, 2(1), 73-80.
- Saleem, A., & Ellahi, A. (2017). Influence of electronic word of mouth on purchase intention of fashion products in social networking websites. Pakistan Journal of Commerce and Social Sciences (PJCSS), 11(2), 597-622.
- ShabbirHusain, S., & Varshney, S. (2022). Investigating combined effect of WOM and eWOM: role of message valence. Journal of Consumer Marketing, 39(2), 180-190.
- Shu, M. (Lavender), & Scott, N. (2014). Influence of Social Media on Chinese Students’ Choice of an Overseas Study Destination: An Information Adoption Model Perspective. Journal of Travel & Tourism Marketing, 31(2), 286-302.
- Sussman, S. W., & Siegal, W. S. (2003). Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14(1), 47-65.
- Teng, S., Khong, K. W., Goh, W. W., & Chong, A. Y. L. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online Information Review, 38(6), 746-768.
- Thoumrungroje, A. (2014). The Influence of Social Media Intensity and EWOM on Conspicuous Consumption. Procedia - Social and Behavioral Sciences, 148(November 2012), 7-15.
- Torlak, O., Ozkara, B., Tiltay, M., Cengiz, H., & Dulger, M. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61.
- Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5).
- Wang, S., Cunningham, N. R., & Eastin, M. S. (2015). The Impact of eWOM Message Characteristics on the Perceived Effectiveness of Online Consumer Reviews. Journal of Interactive Advertising, 15(2), 151-159.
- Xu, Q. (2014). Should i trust him? the effects of reviewer profile characteristics on eWOM credibility. Computers in Human Behavior, 33, 136-144.
- Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H., & Wei, G. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt? Electronic Commerce Research and Applications, 17, 62-73.
- Yeap, J. A. L., Ignatius, J., & Ramayah, T. (2014). Determining consumers’ most preferred eWOM platform for movie reviews: A fuzzy analytic hierarchy process approach. Computers in Human Behavior, 31, 250-258.
-
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: 2000 Downloads: 557 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.
-
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: 444 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.
