Abstract

The COVID-19 pandemic has been going on for more than two years in Indonesia. The pandemic has turned many things digital, including e-WOM/Electronic Word of Mouth. e-WOM research has been widely conducted and has proven to be very influential in improving customer purchasing decisions. However, e-WOM also has negative impacts such as inaccurate understanding and challenging to control impacts. This study aims to see the impact of e-WOM, Online Communities, and Online advertisements from people who have social media accounts that are e-WOM facilities and see their effect on Brand Loyalty and Buying Behavior during the COVID-19 pandemic. Special conditions during a pandemic have a different impact from general conditions. The SEM-PLS technique uses to conduct this quantitative study, and 137 respondents participate in the study. The study found that several factors influence brand loyalty and intention to buy. First, e-WOM does not influence purchase intention. Second, online communities do not influence intention to buy and brand loyalty. The results of this research will significantly help the industry develop e-WOM/electronic Word of Mouth, Online advertisements, and communities online.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.