Impact of Electronic Word of Mouth on Consumer Purchase Intention in Fast Food Industry: A Conceptual Review with Special Reference to Facebook Users

2020 ◽  
Author(s):  
E. D. T. Shashikala ◽  
Thilina DK
Keyword(s):  
Special Reference ◽  
Fast Food ◽  
Purchase Intention ◽  
Food Industry ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Fast Food Industry ◽  
Consumer Purchase Intention

scholarly journals A Factor Analytic Investigation of Electronic Word-of-Mouth towards Fast Food Industry in Sri Lanka

2020 ◽  
pp. 64-69
Author(s):  
Saraniya Devendra
Keyword(s):  
Factor Analysis ◽  
Sri Lanka ◽  
Fast Food ◽  
Food Industry ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Positive Word ◽  
Fast Food Industry ◽  
Fast Food Restaurants ◽  
Positive Word Of Mouth

In modern marketing, the Fast Food Industry has experienced lots of changes. These changes have influenced both industries and the nature of the rivalry. Consequently, it is not shocking that these bread winners have been enforced in a puzzling situation to concentrate on their customers instead of positive word of mouth communication. One of the best ways that restaurants can be differentiated from others and accomplish competitive advantage is using positive word of mouth. Consequently, this research is contributed to the vital element that is influencing on Electronic Word-of-Mouth (EWOM) in selective Fast Food Restaurants. The data were collected from a convenience sample of 200 customers in Colombo Divisional Secretariat Division, Sri Lanka. The respondents provided the data utilizing a close-ended questionnaire. Exploratory Factor Analysis has been used to analyze the data and to draw the findings. From the factor analysis, it has been identified that four factors, namely Encouragement, In-depth explanation, Differentiation and Contacts, are the primary influencers. These four factors have combined variance of 55.411% of the decision regarding the adoption of Electronic Word-of-Mouth by Fast Food Restaurants to ensure strategic development.

What Drives Electronic Word of Mouth and Purchase in Social Commerce?

2020 ◽  
Vol 12 (4) ◽  
pp. 71-84
Author(s):  
Youngkeun Choi
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Behavioral Control ◽  
Subjective Norm ◽  
Purchase Intentions ◽  
Perceived Behavioral Control ◽  
Electronic Word Of Mouth ◽  
Research Model ◽  
Social Commerce ◽  
Consumer Purchase Intention

The purpose of this study is to develop and verify the research model to examine the antecedents of electronic word of mouth on social commerce, which influences consumer purchase intentions. In the results, first, the attitude toward the electronic word of mouth, subjective norm, and perceived behavioral control increases the electronic word of the consumer. Second, a consumer's electronic word of mouth increases his or her purchase intention. Finally, attitude toward the electronic word of mouth and perceived behavioral control among the pioneers of the electronic word of mouth of the consumer increases his or her purchase intention through the electronic word of mouth. This study is the first one to contribute to the study of social commerce by giving scholarly attention to electronic word of mouth. This study provides new ways to stimulate consumer purchase intention.

scholarly journals Factors Affecting Purchase Intentions in Generation Y: An Empirical Evidence from Fast Food Industry in Malaysia

2018 ◽  
Vol 9 (1) ◽  
pp. 4 ◽  
Author(s):  
Aiyun Xiao ◽  
Shaohua Yang ◽  
Qaisar Iqbal
Keyword(s):  
Generation Y ◽  
Fast Food ◽  
Purchase Intention ◽  
Food Industry ◽  
Purchase Intentions ◽  
Critical Element ◽  
Key Factors ◽  
Fast Food Industry ◽  
Factors Affecting ◽  
Fast Food Restaurants

The purpose of the present study was to investigate the factors that influence the purchase intentions of Generation Y students towards the fast food industry in Nilai, Malaysia. Nowadays, purchase intentions are an important aspect of organizational long-term success in the fast food industry. In addition, purchase intentions are the critical element in competing with other competitive environments; hence, it is important for the fast food industry to pay a significant attention to this matter. The present study was conducted to identify the key determinants that impact the purchase intention of Generation Y students towards the fast food industry in Nilai, Malaysia. Employing the quantitative method in this study, a total of 313 questionnaires were distributed with the response rate of 91%. Another purpose of this study was to provide important insights to Nilai fast food restaurants in understanding the purchase intentions of customers. Therefore, the leaders and managers of Nilai local fast food restaurants can enhance customers’ experience, solve their problems, and ultimately obtain high quality business by understanding the key factors of purchase intentions in fast food industry.

An examination of social media advertising features, brand engagement and purchase intention in the fast food industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jalal Rajeh Hanaysha
Keyword(s):  
Social Media ◽  
Fast Food ◽  
Purchase Intention ◽  
Food Industry ◽  
Partial Least Square ◽  
Fast Food Industry ◽  
Content Type ◽  
Brand Engagement ◽  
Social Media Advertising ◽  
Perceived Relevance

PurposeThis study aimed to investigate the impact of social media advertising features (interactivity, perceived relevance, informativeness and entertainment) on brand engagement in the fast food industry. It was also designed to identify the effect of brand engagement on purchase intention.Design/methodology/approachThe data was gathered from 258 customers of fast food restaurants in United Arab Emirates using an online survey. The collected data was analyzed via the partial least square approach (PLS-SEM) to verify the hypotheses and reach at conclusions.FindingsThe findings indicated that social media advertising features have positive effects on brand engagement. In particular, it was found that interactivity, perceived relevance, informativeness and entertainment are positively associated with brand engagement. The results also confirmed that brand engagement has a positive effect on purchase intention.Originality/valueThis study provides a noteworthy contribution to the literature by examining the effect of four unique social media advertising features on consumer engagement. By looking at previous studies, it can also be observed there is a limited empirical research on the effect of perceived relevance and informativeness on brand engagement. It further focuses on covering existing gaps in the literature concerning the effect of brand engagement on purchase intention in the fast food industry setting. This is one of the earlier studies that collectively examined these factors in model; particularly, in fast food industry setting with empirical data from a Middle East country.

scholarly journals Leveraging Electronic Word of Mouth on TikTok: Somethinc Skin Care Product Innovation to Increase Consumer Purchase Intention

2021 ◽  
Vol 5 (1) ◽  
pp. 19
Author(s):  
Camelia Hasena ◽  
Eko Sakapurnama
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Survey Method ◽  
Electronic Word Of Mouth ◽  
Analysis Technique ◽  
Consumer Purchase Intention ◽  
Skin Care Product ◽  
Media Platform ◽  
Online Calculator

Social Media platform continually assisting industry as a media promoter for its customer. This study aims to determine how the influence of electronic word of mouth on TikTok on purchase intention of Somethinc skincare products through brand image. This study uses a quantitative approach with data collected using a survey method. The research instrument used a questionnaire distributed via google form. The number of samples in this study were 100 respondents who were TikTok users, knew about and had never bought Somethinc skincare products. The analysis technique used in this research is simple linear regression using SPSS version 22 and single test using an online calculator. The results of this study indicate that the four hypotheses of this study are accepted. It was concluded that there was an influence between e-WOM on TikTok on purchase intention of Somethinc skincare products, the influence between e-WOM on TikTok on Somethinc's brand image, the influence between Somethinc brand image on purchase intention of Somethinc skincare product, and influence between Electronic word of mouth on TikTok. towards purchase intention of Somethinc skincare products through brand image.

Investigating impact of Electronic Word of Mouth on Consumer Purchase Intention

2016 ◽  
pp. 213-229 ◽  
Author(s):  
Shubham Goswami
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Critical Role ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Level Of Involvement ◽  
Online Purchase ◽  
Consumer Purchase Intention

The domination of Word of mouth (WOM) has been applauded for many years as key influence on consumer purchases. Associating WOM with the internet usually called electronic-WOM (e-WOM) makes transmission of messages much easier, wider and faster. As e-WOM is not restricted to strong social tie groups thus the message itself plays a critical role in building purchase intention. The present study, first attempts to investigate messages efficacy on identified constructs. The study recognized credibility of message as a sole component that could moderate the discord between level of involvement and expected intention for online purchase.

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