scholarly journals The Effect of Incentivized Electronic Word-of-Mouth (EWOM) on Consumer Purchase Intention

2021 ◽  
Vol 2 (1) ◽  
Author(s):  
Muhammad Husni Tamrin ◽  
Nurul Huda
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Relative Effectiveness ◽  
Value Added ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Strong Impact ◽  
Electronic Word Of Mouth ◽  
Consumer Purchase Intention

Objective: Social media has a strong impact as a reference for consumers in getting information about the product. Electronic word-of-mouth (eWOM), which is usually delivered by social media, is still the most secure advertising media. This study provides information about incentivized eWOM on purchase intention and other factors that can affect consumers. Research Design & Methods: The method used in this research is the quantitative method with an associative approach. Descriptive analysis and structural equation modeling were used to measure the influence of these variables. Findings: The results showed that the incentivized eWOM had a significant effect on purchase intention but had no impact on the company’s brand awareness. Meanwhile, the attractiveness of advertising messages has no significant effect in influencing purchase intention but has a significant effect on the company’s brand awareness. Implications & Recommendations: Although this research give contributions to the e-WOM literature, several limitations and future research suggestion deserve mentions. Further research can examine the relative effectiveness of non-monetary incentives. Contribution & Value Added: Researchers have provided input and suggestions to SMEs to optimize incentivized eWOM to increase consumer purchase intention.

The Effects of Vlogger Credibility as Marketing Media on Brand Awareness to Customer Purchase Intention

2018 ◽  
Vol 1 (2) ◽  
Author(s):  
ANAS NUGRAHA ◽  
REFIUS PRADIPTA SETYANTO
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Research Method ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Sampling Techniques ◽  
Consumer Purchase Intention ◽  
Positive Effect

The purpose of this research is to know and analyze the effect of vlogger credibility as amarketing media on social media youtube on brand awareness to customer purchaseintention study on Traveloka with Arief Muhammad as a vlogger on youtube. The sample inthis study there are 150 respondents who are active on social media youtube. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non- probability sampling techniques are used for sampleselection. Data were analyzed using Structural Equation Modeling (SEM) with SPSS andAMOS statistical software. The results of this study show that, (1) Credibility of vlogger hasa positive effect on brand awareness. (2) Attractiveness of vlogger has a positive effect onbrand awareness. (3) Expertise of vlogger has a positive effect brand awareness. (4) Brandawareness has a positive effect on consumer purchase intention.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

PERAN EWOM DALAM MEMBENTUK BRAND ATTITUDE DAN PURCHASE INTENTION PADA BRAND ROLLOVER REACTION

2019 ◽  
Vol 6 (2) ◽  
pp. 17-34
Author(s):  
Intan Syafira Gustia ◽  
Amelia Natasha Hilal ◽  
Sarah Annida Hanifa Hanum ◽  
Nabila Cyrilla ◽  
Nadia Kirana Paramita
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Product Reviews ◽  
Electronic Word Of Mouth ◽  
Using Data

ABSTRACT The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Instagram affects brand attitude and, consequently, influences purchase intention of Rollover Reaction Lip Cream. 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. 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 120 respondents comprising users of Instagram. The research established that user-generated positive eWOM on social networking site, Instagram has an influence on Brand attitude and Purchase intention, and Brand attitude was found to be the biggest influence on purchase intention. Keywords:  Brand attitude, Purchase intention, Instagram, Online Shop, Social eWOM       ABSTRAK Electronic Word Of Mouth adalah salah satu pendekatan pemasaran yang digunakan pada era media sosial saat ini. Cepatnya arus informasi membuat konsumen melakukan transaksi informasi mengenai brand yang mereka gunakan atau mereka sukai dengan bentuk interaksi online.Tujuan penelitian ini untuk melihat interaksi Electronic Word Of Mouth yang positif dari pengguna sosial media Instagram berdampak pada brand attitude dan juga purchase intention terhadap brand Lipcream Rollover Reaction. EWOM tidak hanya mempengaruhi sikap pengguna terhadap merek lipstik lokal ini tetapi juga mempengaruhi keinginan membeli para konsumen. Penelitian yang berdasarkan survei ini dilakukan untuk melihat dampak dari social eWOM terhadap brand attitude dan purchase intention Lip Cream merek Rollover Reaction. Structural Equation Modelling (SEM) digunakan untuk mengoleksi data 120 responden yang merupakan pengguna Instagram. Riset ini menemukan bahwa sosial eWOM positif dari pengguna instagram memiliki pengaruh terhadap brand attitude. Social eWOM positif  juga memengaruhi  purchase decision dari produk Lip Cream Rollover Reaction. Dari hasil temuan kami, ternyata brand attitude memiliki pengaruh terbesar terhadap purchase decision. Kata Kunci: Instagram, eWOM, Brand attitude, Purchase intention, Social eWOM

Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

2021 ◽  
pp. 1328-1345
Author(s):  
Francesca Di Virgilio ◽  
Gilda Antonelli
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Purchase ◽  
Social Media Platforms ◽  
Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

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.

Analysis Electronic Word of Mouth and Social Media toward Purchase Decisions through Purchase Intention

2020 ◽  
Vol 12 (8) ◽  
pp. 196-203
Author(s):  
Jeperson Hutahaean ◽  
Muhammad Hendri ◽  
Muliati Badaruddin ◽  
Sri Lindawati ◽  
Thomas Firdaus Hutahaean
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth

scholarly journals The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from Indonesian smartphone consumers

2021 ◽  
pp. 231-238
Author(s):  
Oscarius Yudhi Ari Wijayaa ◽  
Sulistiyanib Sulistiyanib ◽  
Juliani Pudjowatic ◽  
Theresia Siwi kartikawatid ◽  
Ninik Kurniasih ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Snowball Sampling ◽  
Sampling System ◽  
System Data

The purpose of this study is to analyze the effect of customization purchase intention of Smartphones, entertainment, interaction, social media marketing, trendiness, and Word-of-Mouth on purchase intention of Smartphones. The study uses a quantitative method by distributing online questionnaires to 217 consumers in Banten Indonesia and the method of distributing questionnaires is a snowball sampling system. Data processing and testing of hypotheses and models in this study are based on Structural Equation Modeling (SEM). The research has benefits in increasing knowledge and information for companies about the importance of brand awareness through increasing influencing factors such as social media marketing and word of mouth. Based on the results of SmartPLS analysis, Interaction, Word-of-Mouth, Social media marketing, Entertainment and Trendiness have insignificant effects on purchase intentions of Smartphones while Customization has significant effects on purchase intentions of Smartphones during.

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