Title: Exploring social media users' behaviour based on electronic word-of-mouth: a multivariate analysis

Authors: Sita Mishra

Addresses: Institute of Management Technology, P.O. Box 137, Hapur Road, Rajnagar, Ghaziabad, UP, 201001, India

Abstract: Today, the advent and adoption of social media changed the way brands and consumers interact. Social media enable consumers to have more influence on the products and services that marketers create to meet their needs. Therefore, to explore attitude of Indian consumers' behaviour to affiliate with brands and engage in eWOM, this study carried out a survey of 181 social media users. Results of the study identified three factors-interpersonal influence, trust and endangerment that facilitate eWOM behaviour. Further, the study established the relationship between brand affiliation factors and purchase intention of social media users. The present study is the first research in India which performed segmentation of eWOM users.

Keywords: electronic word-of-mouth; eWOM; consumer behaviour; social media; consumer segmentation; cluster analysis.

DOI: 10.1504/IJBFMI.2018.092790

International Journal of Business Forecasting and Marketing Intelligence, 2018 Vol.4 No.3, pp.339 - 352

Received: 23 May 2017
Accepted: 11 Jan 2018

Published online: 29 Jun 2018 *

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