scholarly journals Facebook versus Twitter: Which one is more credible in a South African context?

2016 ◽  
Vol 18 (1) ◽  
Author(s):  
Kim L. Viljoen ◽  
Langelihle Dube ◽  
Tichaona Murisi
Keyword(s):  
South African ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Direct Result ◽  
Electronic Word Of Mouth ◽  
Eastern Cape ◽  
Descriptive Research ◽  
African Context ◽  
Independent Variable

Background: Studies conducted have shown that half of the South African population uses either or both Facebook and Twitter social networking sites for social satisfaction and for the evaluation of products and purchase decisions. This is a direct result of the continuous technological advancements worldwide and the permeative nature of social media.Objective: The focus of this study is to evaluate the credibility of Facebook and Twitter messages while establishing which of the mediums is perceived as more believable by consumers. The results of this research direct information technology practitioners, business managers, business owners, and marketing managers on the viability of these communication mediums.Method: A positivistic paradigm was used in this study through the use of a descriptive research design which consisted of a survey of 446 respondents located in East London, Eastern Cape Province of South Africa. Respondents were either selected randomly or through convenience sampling and were between age 18 and 55.Results: It was established that both Facebook and Twitter are significantly related to the independent variable of ‘intention to purchase’, with Twitter having a stronger correlation with the independent variable than Facebook. The context of the study was set in relation to the purchase intention of specific mobile phone brands.Conclusion: Based on these results, it can be concluded that Twitter electronic word-of-mouth can be considered to be more credible than Facebook electronic word-of-mouth; thus this should be considered when advertising or promoting products via these mediums.

scholarly journals PENGARUH TESTIMONIAL DAN ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP PURCHASE INTENTION (Studi Pada toko online shop LA FLORIST Kediri)

2019 ◽  
Vol 1 (1) ◽  
Author(s):  
Ahmad Syifa ◽  
Budi Heryanto ◽  
Sri Rochani
Keyword(s):  
Data Collection ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Total Population ◽  
Consumer Product ◽  
Electronic Word Of Mouth ◽  
Test Results ◽  
Literature Study ◽  
Test Variable ◽  
Simultaneous Testing

The purpose of this study is as follows: To determine the effect of testimonials on purchase intention On the Product LA Florist, to identify the Influence of eWOM ( Electronic Word Of Mouth ) towards the Purchase Intention on the Product LA Florist, to identify the Influence of Testimonials And eWOM ( Electronic Word Of Mouth ) toward the Purchase Intention on the Product LA Florist. Population in this research is on consumer product LA Florist that totaled 56. The sample used is the whole of the total population. Methods of data collection using questionnaire, observation, interview, and literature Study. Partial test results showed that the influential and significant between the variables of testimonials on Purchase Intention as evidenced by the significant value of 0.000 which is smaller than 0.05 (0.000 < 0,05). Partial test results showed that the influential and significant between the variables of eWOM towards Purchase Intention as evidenced by the significant value of 0.005 which is smaller than 0,05 (0,005 < 0,05). Based on the results of the calculation of the obtained significant value is 0.000. This shows that the significant value of F test variable testimonials and eWOM <0.05, which means that the result of simultaneous testing are testimonial and eWOM influence thePurchase Intention Tujuan penelitian ini adalah sebagai berikut: Untuk mengetahui pengaruh testimonial terhadap purchase intention Pada Produk LA Florist, untuk Mengetahui Pengaruh Antara eWOM ( Elektronik Word Of Mouth ) terhadap Purchase Intention pada Produk LA Florist, untuk Mengetahui Pengaruh Antara Testimonial Dan eWOM ( Elektronik Word Of Mouth ) teradap Purchase Intention pada Produk LA Florist. Populasi dalam penelitian ini adalah konsumen pada produk LA Florist yang berjumlah 56. Sampel yang digunakan adalah seluruh dari total populasi. Metode pengumpulan data menggunakan kuisioner, obsevasi, wawancara, dan Studi kepustakaan. Hasil pengujian secara parsial menunjukan bahwa berpengaruh dan signifikan antara variabel testimonial terhadap Purchase Intention yang dibuktikan dengan nilai signifikan sebesar 0,000 dimana lebih kecil dari 0,05 (0,000 < 0,05). Hasil pengujian secara parsial menunjukan bahwa berpengaruh dan signifikan antara variabel eWOM terhadap Purchase Intention yang dibuktikan dengan nilai signifikan sebesar 0,005 dimana lebih kecil dari 0,05 (0,005 < 0,05). Berdasarkan hasil perhitungan diperoleh nilai signifikan adalah 0,000. Hal ini menunjukan bahwa nilai signifikan uji F variabel testimonial dan eWOM <0,05 yang berarti hasil dari pengujian simultan ini adalah testimonial dan eWOM berpengaruh terhadap Purchase Intention.

scholarly journals MENGANALISIS EFEKTIVITAS EWOM PADA CUSTOMER PURCHASE INTENTION DENGAN MENGGUNAKAN SOCIAL NETWORKING OF SMARTPHONE IN BATAM

2021 ◽  
Vol 16 (2) ◽  
pp. 87-95
Author(s):  
Golan Hasan ◽  
Dennis Lim
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Product Information ◽  
Customer Behavior ◽  
Consumer Purchase Intention ◽  
Business Purpose

Social Networking is used by a lot people in this world so they still can connected with their families, friend and customer. Some people used to tell their families or friend what’s their dailies do by putting a picture selfie. The most important part where there’s a people use Social Networking as business purpose like make adversiting for their business without use any capital.The purpose of the study was investigated how far the effect of electric Word Of Mouth (eWOM) inside social networking sites (facebook) on consumer purchase intention through mobile phone.This study produced existing literature of electric Word of Mouth, Value co-creation, and customer behavior in social networking sites and with our search will help marketers to develop a new ways to share their product information on networking sites.

scholarly journals PENGARUH KEPERCAYAAN DAN ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP PURCHASE INTENTION (Studi Pada Pelajar Kampung Inggris Pare-Kediri)

2019 ◽  
Vol 4 (1) ◽  
pp. 63
Author(s):  
Akhmad Nasir
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Test Results ◽  
Simultaneous Test ◽  
Library Studies ◽  
Calculation Results ◽  
English Village

This study aims to find out and analyze the influence of eWOM (Electronic Word Of Mouth) Trust and Purchase Intention on Students in the English village of Pare-Kediri. The population in this study were those who took courses at the Pare-Kediri English village course institute in January-March 2019 which obtained a sample of 100 respondents with accidental sampling technique. Methods of collecting data using questionnaires, observation, interviews, and library studies. The test results partially show that there is a significant and significant effect on the trust variable on Purchase Intention as evidenced by a significant value of 0,000 which is smaller than 0.05 (0,000 <0,05). The partial test results show that there is a significant and significant effect between eWOM variables on Purchase Intention as evidenced by a significant value of 0.005 which is smaller than 0.05 (0.005 <0.05). Based on the calculation results obtained a significant value is 0,000. This shows that the significant value of the test is the trust variable F and eWOM <0.05, which means that the results of this simultaneous test are trust and eWOM has an effect on Purchase Intention. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Kepercayaan Dan eWOM ( Elektronik Word Of Mouth ) teradap Purchase Intention pada Pelajar di kampung inggris Pare-Kediri. Populasi dalam penelitian ini adalah yang mengambil kursus di lembaga kursus kampung inggris Pare-Kediri pada bulan Januari-Maret 2019 yang  diperoleh sampel sebanyak 96 responden dengan teknik accidental sampling. Metode pengumpulan data menggunakan kuesioner, obsevasi, wawancara, dan Studi kepustakaan. Hasil pengujian secara parsial menunjukan bahwa berpengaruh dan signifikan antara variabel kepercayaan terhadap Purchase Intention yang dibuktikan dengan nilai signifikan sebesar 0,000 dimana lebih kecil dari 0,05 (0,000 < 0,05). Hasil pengujian secara parsial menunjukan bahwa berpengaruh dan signifikan antara variabel eWOM terhadap Purchase Intention yang dibuktikan dengan nilai signifikan sebesar 0,005 dimana lebih kecil dari 0,05 (0,005 < 0,05). Berdasarkan hasil perhitungan diperoleh nilai signifikan adalah 0,000. Hal ini menunjukan bahwa nilai signifikan uji F variabel kepercayaan dan eWOM <0,05 yang berarti hasil dari pengujian simultan ini adalah kepercayaan dan eWOM berpengaruh terhadap Purchase Intention.

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

Sign in / Sign up

Export Citation Format

Share Document