Interplay between eWOM information and purchase intention on social media

What is it about?

This study investigates how electronic word of mouth (eWOM) on social media influences purchase intention. Using data from 432 respondents, the information adoption model (IAM) and the technology acceptance model (TAM) are applied to analyze eWOM's impact. Results show that eWOM quality, credibility, usefulness, and ease of use significantly influence consumers' intention to adopt eWOM and make purchases online. The findings emphasize the importance of marketing managers understanding eWOM's effect on purchase intention and leveraging social media for better consumer insights.

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Why is it important?

The abstract highlights the significance of the electronic word of mouth (eWOM) on social media in influencing consumers' purchase intention. By employing sophisticated models and analysis techniques, the study reveals that eWOM quality, credibility, usefulness, and ease of use play crucial roles in shaping consumers' decisions to adopt eWOM and make purchases online. The findings provide valuable insights for marketing managers, emphasizing the importance of understanding and leveraging eWOM on social media platforms to better comprehend consumer behaviour and enhance marketing strategies.