Online information bombardment! How does eWOM on social media lead to consumer purchase intentions?
Social media networks have increased Electronic Word of Mouth (eWOM) conversations which have created numerous opportunities for online businesses. People using social media networks have been able to discuss, evaluate and argue on different products and services with their friends, family and peers...
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2020
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my.utm.906892021-04-30T14:55:38Z http://eprints.utm.my/id/eprint/90689/ Online information bombardment! How does eWOM on social media lead to consumer purchase intentions? Khwaja, Muddasar Ghani Mahmood, Saqib Jusoh, Ahmad HF Commerce Social media networks have increased Electronic Word of Mouth (eWOM) conversations which have created numerous opportunities for online businesses. People using social media networks have been able to discuss, evaluate and argue on different products and services with their friends, family and peers. The study aimed to determine the influence of these social media conversations on the consumer purchase intentions. In this regard, Erkan and Evans' (2016) study was extended as an integrated framework of Theory of Reasoned Action (TRA) and Information Adoption Model (IAM). The proposed framework was estimated using Structural Equation Modelling (SEM) on AMOS. Survey method was deployed in which data from 342 respondents were taken who have been involved in online purchasing due to social media influence. The results attained affirmed the established theoretical foundations. Inderscience Publishers 2020-09 Article PeerReviewed Khwaja, Muddasar Ghani and Mahmood, Saqib and Jusoh, Ahmad (2020) Online information bombardment! How does eWOM on social media lead to consumer purchase intentions? International Journal of Grid and Utility Computing, 11 (6). pp. 857-867. ISSN 1741-847X http://dx.doi.org/10.1504/IJGUC.2020.110918 DOI:10.1504/IJGUC.2020.110918 |
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HF Commerce Khwaja, Muddasar Ghani Mahmood, Saqib Jusoh, Ahmad Online information bombardment! How does eWOM on social media lead to consumer purchase intentions? |
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Social media networks have increased Electronic Word of Mouth (eWOM) conversations which have created numerous opportunities for online businesses. People using social media networks have been able to discuss, evaluate and argue on different products and services with their friends, family and peers. The study aimed to determine the influence of these social media conversations on the consumer purchase intentions. In this regard, Erkan and Evans' (2016) study was extended as an integrated framework of Theory of Reasoned Action (TRA) and Information Adoption Model (IAM). The proposed framework was estimated using Structural Equation Modelling (SEM) on AMOS. Survey method was deployed in which data from 342 respondents were taken who have been involved in online purchasing due to social media influence. The results attained affirmed the established theoretical foundations. |
format |
Article |
author |
Khwaja, Muddasar Ghani Mahmood, Saqib Jusoh, Ahmad |
author_facet |
Khwaja, Muddasar Ghani Mahmood, Saqib Jusoh, Ahmad |
author_sort |
Khwaja, Muddasar Ghani |
title |
Online information bombardment! How does eWOM on social media lead to consumer purchase intentions? |
title_short |
Online information bombardment! How does eWOM on social media lead to consumer purchase intentions? |
title_full |
Online information bombardment! How does eWOM on social media lead to consumer purchase intentions? |
title_fullStr |
Online information bombardment! How does eWOM on social media lead to consumer purchase intentions? |
title_full_unstemmed |
Online information bombardment! How does eWOM on social media lead to consumer purchase intentions? |
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online information bombardment! how does ewom on social media lead to consumer purchase intentions? |
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Inderscience Publishers |
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2020 |
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http://eprints.utm.my/id/eprint/90689/ http://dx.doi.org/10.1504/IJGUC.2020.110918 |
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