Abstract
Social media networks like Instagram, Facebook, Twitter, and LinkedIn, present promising opportunities for facilitating usability of e-WOM as a rising purchase decision-making tool. In tandem, this study aimed at looking into the impact of placing the e-WOM on Instagram on consumers’ purchase intention to food products in the KSA with a focus on purchase intention and decision. A quantitative research strategy was adopted through the survey method, where questionnaires were distributed through online survey-monkey to Instagram subscribers and dwellers of the KSA. Descriptive and inferential statistical data analyses were applied to generate useful information, and a documentary review was performed to supplement the primary findings. This study established that characteristics of e-WOM, attributes of the e-WOM reviewer, characteristics of social media site for e-WOM, demographic aspects of consumer, and reputation of the brand, influence effectiveness of e-WOM and customer purchase intention and decision on products. Significantly, it was established that quality, quantity, recency, and consistency, of e-WOM impact customer purchase intention and purchase decision towards food products. Nevertheless, it was ascertained that most respondents trust e-WOM as an objective and effective purchase decision-making tool. However, this study was conducted in the KSA and majorly employed quantitative rather than mixed-methods methodology, thus limiting its generalizability.This study originates from the need to improve marketing strategies given the growth of social media marketing against traditional marketing. Likewise, it adds value to existing knowledge about marketing practice and recommends further research in comparing the impact of e-WOM on customer purchase intention, decision, experience, and loyalty, across various social media sites and different nations for the generalized understanding of e-WOM as a marketing tool.
Highlights
This chapter presents background information for the research subject and context explored during this study
This study explores the effect of electronic word of mouth (e-word of mouth (WOM)) on Instagram on consumers' attitudes, which clarifies the needs of consumers and improving the success of marketing for food products in Kingdom of Saudi Arabia (KSA)
Khan and Hashmi (2016), conducted a study to identify the impact of interactivity of electronic word of mouth (e-WOM) systems on consumer e-loyalty, and the study revealed that, among others, quality of e-WOM and respective Website has a positive influence on customer purchase decision and post-purchase royalty
Summary
We present background information for the research subject and context explored during this study It provides an overview of the posting of electronic word-of-mouth (e-WOM) on Instagram and subsequent perceived impact on consumers’ purchase intention towards food products in the Kingdom of Saudi Arabia (KSA). Humans have constantly communicated with each other, sharing, and talking about everything, everywhere, and anytime In this situation, it is common to share views, experiences, disagreements, or advice for informal communication. It is common to share views, experiences, disagreements, or advice for informal communication When it comes to making purchase decisions, consumers tend to look for credible information about products (Lange & Elliot, 2012; Attia et al, 2012); which is why word of mouth (WOM), implying oral communication between customers, has increasingly become a trustworthy source of information, and impactful on customer purchase decisions (Trusov et al, 2009). Consumers can develop self-modified content with visual aids and share it with a multitude of other users at a fast speed without the constraint of geography and time-zones (Erkan & Evans, 2016; Chu & Kim, 2011)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
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
