The effect of eWOM on brand attitude and purchase intention of consumers: a cross-sectional study on consumer electronics
by Chetna Kudeshia; Arun Mittal
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 10, No. 3, 2016

Abstract: Growing acceptance of Facebook and Twitter as an interesting social networking service for customers has made them a value-adding marketing channel for business. These platforms play an important role in Electronic Word-of-Mouth (eWOM) communication and thus call for new knowledge to understand their effect on consumer behaviour. Considering their significance and popularity among social media users, the purpose of this paper is to find out the relationship between user-generated positive eWOM for consumer electronics given on social networking sites, brand attitude and purchase intention. A survey-based empirical study was conducted to examine the influence of positive eWOM on brand attitude and purchase intention. Structural Equation Modelling (SEM) was applied using the data collected from 315 respondents comprising of the users of Facebook and Twitter. The research established that user-generated positive eWOM on social networking sites (Facebook and Twitter) significantly influences the brand attitude and purchase intention of consumer electronics.

Online publication date: Sun, 06-Nov-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com