Articlegold2021

Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India

Mohd Shuaib Siddiqui · Urooj Ahmad Siddiqui · Mohammed Arshad Khan · Ibrahim Ghazi Alkandi · Anoop Krishna Saxena · Jaziba Haroon Siddiqui

130 citations0/0 files storedJournal of theoretical and applied electronic commerce research

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Digital Marketing and Social Media Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

The aim of this study is to identify the factors affecting the credibility of electronic word-of-mouth (eWOM) stimulation through Social Networking Sites (SNSs) through an empirical model providing both theoretical understandings and practical implications. The proposed framework explicates the consumer’s use of SNSs as a tool for information sharing and its effect on brand image and online purchase intentions. The consumer survey was done through a structured questionnaire developed in accordance with the literature. Data was collected from 256 respondents, using both offline and online modes from 4 different cities of India. Structural Equation Modeling was employed to estimate the proposed model and determine the antecedents of consumer eWOM credibility and in turn its effect on brand image leading to consumer purchase intentions. The results show SNS activities play a significant role in creating eWOM credibility, which leads to shaping the brand image and purchase intentions. The findings would help companies to create a positive brand image to enhance their purchase intentions through eWOM aroused via SNSs.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1973The Strength of Weak Ties 1988On the Evaluation of Structural Equation Models 2014Partial least squares structural equation modeling (PLS-SEM)2006The Effect of Word of Mouth on Sales: Online Book Reviews 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity

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