Influence of Electronic Word of Mouth (e-WOM) on Brand Credibility and Egyptian Consumers' Purchase Intentions

2018 ◽  
Vol 8 (4) ◽  
pp. 1-14 ◽  
Author(s):  
Basma El-Sayed El-Baz ◽  
Reham Ibrahim Elseidi ◽  
Aisha Moustafa El-Maniaway
Keyword(s):  
Electronic Communication ◽  
Word Of Mouth ◽  
Purchase Intentions ◽  
Internet Usage ◽  
Electronic Word Of Mouth ◽  
Alternative Source ◽  
Brand Credibility ◽  
Usage Patterns ◽  
Research Findings ◽  
Source Of Information

Electronic communication has become an essential part of consumers' everyday lives. Consumers rely on the internet as an alternative source of information pertaining to brands that can be accessed easily. As a result, electronic word of mouth (e-WOM) has become a force to be reckoned with that needs to be understood in order to be properly managed. This research investigates how the credibility of the brand as a source of information might be influenced by consumers' engagement in e-WOM and whether this influence subsequently reflects on their purchase intentions. The research findings indicate that indeed there is a relationship between e-WOM and brand credibility that reflects both directly and indirectly on the consumer's purchase intentions. Based on this, several recommendations are developed to help managers navigate their online presence in a way that specifically suits their consumers' internet usage patterns, in order to effectively manage available e-WOM on their brands.

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.

Electronic Word of Mouth (eWOM) and Makeup Purchase Intention Among Gen-Z Females

2021 ◽  
Vol 12 (2) ◽  
pp. 17-35
Author(s):  
Sheena Lovia Boateng
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Generation Z ◽  
Increasing Demand ◽  
The Impact ◽  
Practical Implications

Generation Z (Gen-Z) consumers have been averred to rely on electronic word of mouth (eWOM) for making purchase decisions and expect integrity in brand communication. A significant question bearing both theoretical and practical implications, however, is how the tendency of these consumers to associate brand image with brand integrity influences the impact of eWOM on their purchase intentions, which remains unanswered. Also, studies focusing on a specific gender of Gen-Z consumers are limited. Using the signaling theory and a survey, the study suggests that eWOM signals play a significant role in influencing purchase intentions among female Gen-Z consumers, as well as their perceptions of the brand image and the brand integrity of makeup brands. For female Gen-Z consumers, eWOM signals that enhance the perceptions of brand integrity and brand image tend to equally matter in their makeup purchase decision making. These findings have implications for an industry that is marked by increasing demand for transparency and responsible marketing communication.

Countering the detrimental influence of negative electronic word of mouth on brands : effects of brand feedback, stability and controllability of the cause of the problem on brand attitudes and purchase intentions

2015 ◽  
Author(s):  
◽  
Manu Bhandari
Keyword(s):  
Word Of Mouth ◽  
Purchase Intentions ◽  
Discussion Board ◽  
Product Reviews ◽  
Electronic Word Of Mouth ◽  
Brand Attitudes ◽  
Buying Behavior ◽  
Short Term ◽  
Online Product Reviews ◽  
Summary Judgment

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] We know that online word of mouth, also called electronic word of mouth (eWOM), such as online product reviews or discussion board posts, about various products and services has a strong influence consumers' buying behavior online. For instance, one may have gone to Amazon.com or ebay.com to buy a product and decided against buying the product because of many negative reviews about that product. Research has already found that such negative product reviews or eWOM negatively influence consumers' summary judgment about brands and buying behavior (i.e., makes consumers not buy a product). However, research has not adequately studied what happens when brands or advertisers also provide a response to the reviewer writing the negative product review. This study therefore examines what happens to people's summary judgement about a brand (i.e., brand attitudes) and intentions to purchase a particular product (i.e., purchase intentions) if brands also provide a response or a \"brand feedback\" to a negative review or eWOM in an online retail context. The study also looks at whether brand feedback's effect is differently for different types of reviews, such as when the reviews talk about a problem that is under the brand's control (e.g., brand negligence) versus when it's under the reviewer's own control (e.g., reviewer dropped the purchased device). Also, when the problem described in the review is of a long-lasting nature (stable) versus short-term nature (unstable). This study is important because so far we do not have a good understanding about whether a brand's participation in the online product reviews or eWOM context can influence potential consumers' thought patterns about the brands and purchase behavior. The study's findings show that brand feedback is most effective in increasing summary judgment about a brand and purchase intentions when such brands provide a feedback to a negative review describing a problem controlled by the brand and of a short-term nature.

The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE)

2019 ◽  
Vol 10 (3) ◽  
pp. 759-767 ◽  
Author(s):  
Mohammed T. Nuseir
Keyword(s):  
United Arab Emirates ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Research Approach ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Online Purchase ◽  
Islamic Countries ◽  
The Impact

Purpose The purpose of this paper is to contribute to the marketing literature regarding Islamic countries, in particular the United Arab Emirates (UAE), by assessing the impact of electronic word of mouth (e-WOM) on brand image and on the online purchase intentions of consumers. Design/methodology/approach Using a descriptive research approach, this study used quantitative data to assess how the online purchase intentions of consumers in the UAE are influenced by e-WOM and brand image. Findings E-WOM has a significant impact on online purchase intentions and brand image among consumers. Brand image significantly influences the online purchase intentions of consumers. Research limitations/implications The conclusions may not be generalizable because not all areas of the UAE were represented in this study. In future studies, a larger and more inclusive sample would help to overcome this limitation. Practical implications This study will help marketers to understand the power of e-WOM, an important marketing tool, and to use resources more strategically to attract new customers. Originality/value E-WOM is the most commonly used and most effective medium of sharing opinions and reviews pertaining to various products and services in the market. Understanding how it influences the purchase intentions of consumers is imperative and has strong implications for marketers.

scholarly journals Electronic Word of Mouth (e-WOM) Foursquare: The New Social Media

2013 ◽  
Vol 4 (2) ◽  
pp. 711-724 ◽  
Author(s):  
Rita Rita ◽  
Karyana Hutomo ◽  
Natalia Natalia
Keyword(s):  
Communication Technology ◽  
Business Strategy ◽  
Word Of Mouth ◽  
Economic Incentives ◽  
Positive Contribution ◽  
Electronic Word Of Mouth ◽  
First Finding ◽  
The Right ◽  
Source Of Information ◽  
Category Feature

The development of communication technology and Internet-based information encourage the emergence of new changes in the marketing world. Customer-oriented makes it an effective medium for the activities of Word-of-Mouth (WOM). In this information era, Word-of-Mouth becomes credible resource in the community. To harness the power of electronic Word-of-Mouth (e-WOM), the company must first identify and understand effectively users of the web to spread their opinions. By using 60 respondents as a source of information and data collection, results of the study found various types of Foursquare users and various motivations that drive them. The first finding of this study revealed six types of Foursquare users, namely: The Gamers, The Existence, The Need Help, The Mayor, The Showoff, and the Angels. The second finding was the type of motivation that Foursquare users are distinguished by category Feature Involvement, Self Satisfaction, Seeking Advice, Economic Incentives, Self Enhancement, and Concern for Other Users. From this study, Self Satisfaction, Self Enhancement, and Concern for Other Users are the motivation type of Foursquare users that give positive contribution to the activities of e-WOM because the three types directly do some sort recommendations or promotions of the places they check-in. Furthermore, Feature Involvement, Seeking Advice, and Economic Incentives are the types that less provide positive contribution to the activities of e-WOM. Advice Seeking and Economic Incentives are the types that the most feel benefits of e-WOM activities through Foursquare. Feature Involvement is the type that does not contribute the most to the activities of e-WOM and do not feel the most benefits of e-WOM activities through Foursquare. This research is expected to help companies that use Foursquare to establish the right business strategy in encouraging e-WOM among Foursquare users.

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