The Determinant of Positive eWOM Intention: Perspective Social Media Users

Abstract

Objective - The rapid development of information technology brings a significant change in society. The presence of social media makes a shift in people's behavior. From various circles and almost everyone owns and uses social media as a means to obtain and convey information to the public. The purpose of this research is to test and analyst the factors that affect positive eWOM intention on social media. Methodology/Technique - The sample used in this study were 225 respondents using purposive sampling method. The sample used in this study are customers who have social media, access social media for the last 6 (six) months and make online purchases on these social media. Findings - Hypothesis testing is done by using the structural equation model (SEM) method with the help of AMOS software. Novelty - For further research, we can also add and analyze additional factors that affect positively eWOM intention on social media, namely CSR engagement. Type of Paper - Empirical Keywords: Brand trust; online brand community trust; brand attachment; repurchase intention; positive eWOM intention. JEL Classification: M31, M3.