Title: Purchase intention and word of mouth in social apps

Authors: Mayank Sharma; Pradeep Kumar; Bharat Bhasker

Addresses: Information and Technology Systems Area, Indian Institute of Management, Lucknow – 226013, India ' Information and Technology Systems Area, Indian Institute of Management, Lucknow – 226013, India ' Information and Technology Systems Area, Indian Institute of Management, Lucknow – 226013, India

Abstract: Social networking sites are used for both personal and professional interactions. Social apps thrive in the environment provided by social networking sites. Companies are focussing on this market space to promote their products and to identify new sources of revenue generation. The objective of our paper is to identify the factors for purchase decision and word of mouth of virtual and digital goods in social app-based communities. In this paper, we incorporate technology acceptance model, social influence, social app usage, attributes of virtual and digital goods among other constructs. Findings from our research indicate that the social self-image expression is an important determinant of both purchase intention and word of mouth of virtual and digital goods. Social app usage affects purchase intention of virtual and digital goods. Features of social apps and social networking site enabling and enhancing these factors can contribute towards business value from social app-based community.

Keywords: social networking sites; SNS; social apps; technology acceptance model; TAM; word of mouth; WOM; purchase intention; virtual goods; digital goods; web-based communities; virtual communities; online communities; self-image expression.

DOI: 10.1504/IJWBC.2015.068541

International Journal of Web Based Communities, 2015 Vol.11 No.2, pp.188 - 209

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 21 Mar 2015 *

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