Electronic word of mouth engagement model in social commerce
Customer engagement in electronic word of mouth (eWOM) has attained a sizable focus from both practitioners and the academia. With the growth of the e-commerce industry and the proliferation of social media as a marketing tool, a new business paradigm has been created termed social commerce (s-comme...
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my.utm.899952021-03-29T05:57:36Z http://eprints.utm.my/id/eprint/89995/ Electronic word of mouth engagement model in social commerce Ali, Y. S. Hussin, A. R. C. Dahlan, H. M. HD Industries. Land use. Labor Customer engagement in electronic word of mouth (eWOM) has attained a sizable focus from both practitioners and the academia. With the growth of the e-commerce industry and the proliferation of social media as a marketing tool, a new business paradigm has been created termed social commerce (s-commerce). S-commerce is a combination of commercial and social activities, in which, individuals may spread word of mouth (WOM) about their shopping experiences, knowledge, as well as providing information about product and services to their friends. This kind of social interaction among individuals has increased the potential of eWOM communication. Several studies have investigated the influence of eWOM from the perspective of either consumer behavior or information characteristics. However, to effectively understand eWOM engagement and its impact, researchers must consider both information characteristic and consumer behavior in an integrated model. Given such a backdrop, the present study intends to look into the impact of eWOM engagement on consumers’ purchase intention in s-commerce considering both information characteristics, consumer behavior, technical and social factors, which will complement the current effort of the research community in this field. The present study proposes a theoretical model for eWOM engagement by means of elaboration likelihood model, theory of reasoned action and social support theory. We believe that the proposed model will provide a significant step and an effective foundation for future eWOM research in s-commerce. 2019 Conference or Workshop Item PeerReviewed Ali, Y. S. and Hussin, A. R. C. and Dahlan, H. M. (2019) Electronic word of mouth engagement model in social commerce. In: 3rd International Conference of Reliable Information and Communication Technology, IRICT 2018, 23-24 Jun 2018, Kuala Lumpur, Malaysia. https://dx.doi.org/10.1007/978-3-319-99007-1_91 |
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HD Industries. Land use. Labor Ali, Y. S. Hussin, A. R. C. Dahlan, H. M. Electronic word of mouth engagement model in social commerce |
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Customer engagement in electronic word of mouth (eWOM) has attained a sizable focus from both practitioners and the academia. With the growth of the e-commerce industry and the proliferation of social media as a marketing tool, a new business paradigm has been created termed social commerce (s-commerce). S-commerce is a combination of commercial and social activities, in which, individuals may spread word of mouth (WOM) about their shopping experiences, knowledge, as well as providing information about product and services to their friends. This kind of social interaction among individuals has increased the potential of eWOM communication. Several studies have investigated the influence of eWOM from the perspective of either consumer behavior or information characteristics. However, to effectively understand eWOM engagement and its impact, researchers must consider both information characteristic and consumer behavior in an integrated model. Given such a backdrop, the present study intends to look into the impact of eWOM engagement on consumers’ purchase intention in s-commerce considering both information characteristics, consumer behavior, technical and social factors, which will complement the current effort of the research community in this field. The present study proposes a theoretical model for eWOM engagement by means of elaboration likelihood model, theory of reasoned action and social support theory. We believe that the proposed model will provide a significant step and an effective foundation for future eWOM research in s-commerce. |
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Conference or Workshop Item |
author |
Ali, Y. S. Hussin, A. R. C. Dahlan, H. M. |
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Ali, Y. S. Hussin, A. R. C. Dahlan, H. M. |
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Ali, Y. S. |
title |
Electronic word of mouth engagement model in social commerce |
title_short |
Electronic word of mouth engagement model in social commerce |
title_full |
Electronic word of mouth engagement model in social commerce |
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Electronic word of mouth engagement model in social commerce |
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Electronic word of mouth engagement model in social commerce |
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electronic word of mouth engagement model in social commerce |
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2019 |
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http://eprints.utm.my/id/eprint/89995/ https://dx.doi.org/10.1007/978-3-319-99007-1_91 |
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