Abstract
The major purpose of this research is to discover the influences of Active User of Social Media (AUSM), Innovativeness and Trust towards electronic word of mouth (eWOM) behaviour in Malaysia. Enormous past research on the electronic word-of-mouth, but only few have analysed the topic from Malaysian perspective. A quantitative method was adopted in this study and responses from 120 respondents in Malaysia that were analyzed using PLS-SEM. The result shows that there are significant relationship between active user of social media (AUSM), innovativeness and trust toward eWOM behaviour among Malaysian. Practically, the result indicate that electronic word of mouth behaviour via social media and mobile technology can be part of marketing strategy in promotion to influence buyer to increase sales of product of a company. This empirical study attempts to enrich the understanding of electronic word of mouth behaviour via social media and mobile technology in Malaysian context.
Highlights
As reported by The News Straits times in September 22, 2018, The Entrepreneur Development Ministry of Malaysia aims to provide proper training for entrepreneurs, while acting as a coordinating body for agencies under its purview in a bid to strengthen the contribution of entrepreneurs to the economy (Bernama, 2018)
Second section consists of questions related to social media (AUSM) (Ye et al, 2011), innovativeness by Midgley and Dowling (1978) and trust by Lu et al (2010) and the electronic word of mouth behavior by Heung and Lam (2003)
These findings appear to suggest that Malaysian consumers who are active user of social media (AUSM) inclined to disseminate electronic word of mouth
Summary
As reported by The News Straits times in September 22, 2018, The Entrepreneur Development Ministry of Malaysia aims to provide proper training for entrepreneurs, while acting as a coordinating body for agencies under its purview in a bid to strengthen the contribution of entrepreneurs to the economy (Bernama, 2018). Marketing communications through social media is playing an important role in current marketing strategy and are much more fluid than the offline counterpart. It relies more on instinct than on a rigid planning process. Traditional WOM has developed into a new form of communication: electronic word-of-mouth communication (eWOM), in which online social networking has turned into a worldwide phenomenon and major part of the everyday activities of many purchasers around the globe. Along with traditional email interaction, blogs, message boards, chat rooms, social networking sites and instant messaging, there has been a formation of online communities where people connect, communicate, follow current issues and convey their viewpoints more openly and actively than ever before across the world. Current study is focusing on factors influence of eWOM among Malaysian consumers view
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