Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach Online publication date: Fri, 12-Apr-2019
by Majdah ALNefaie; Shahadat Khan; Siva Muthaly
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 5, No. 1, 2019
Abstract: This study seeks to investigate the appropriateness of an eclectic model based on factors that influence Saudi consumers' electronic word of mouth (eWOM)-seeking intentions on bloggers' YouTube channels. There is a lack of understanding about eWOM-seekers' motivations for engaging in this behaviour. This study focuses on utilitarian and hedonic motivations and explores the factors related to the social and cultural elements that influence eWOM-seeking intentions. The study implements a two-phase mixed-method approach, including a qualitative and observational netnographic method. An online questionnaire is used to test the relationships among the variables in the study's conceptual framework. A total of 210 usable responses to the questionnaire were received. The data was analysed using the partial least squares (PLS) technique. The findings indicate that the availability of information and purchasing intentions developed through utilitarian motivations have the most significant influence on eWOM-seeking intentions. The managerial implications and limitations of this study and recommendations for future study are given in the conclusion hereto.
Online publication date: Fri, 12-Apr-2019
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 Business Forecasting and Marketing Intelligence (IJBFMI):
Login with your Inderscience username and 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 email@example.com