The impact of social relationship variables on eWOM and purchase intention in SNS marketing

Abstract

Purpose : This study was conducted to identify the relationships among social relationship variables naturally formed with consumers on SNS, eWOM and purchase intentions. Research design, data, methodology : Research model was set up based on the relationships among social relationships variables, eWOM and purchase intention. Hypotheses are developed based on the theoretical inference reflecting the research model. The paper uses data from 406 Chinese Wechat users who are relatively frequent use SNS. Results : Major findings are social relationships variables have significant impact on the eWOM construct and purchase intention and eWOM behaviors also have positive effects on purchase intention. The eWOM constructs function as mediating variables between social relationships variables and purchase intentions at SNS. Conclusions : This result implies that firms that want to enhance the performance of marketing using SNS should focus on the forming and using the social relationships at SNS and also should investigate the eWOM behaviors of SNS users and research how to use the eWOM of users in their marketing at SNS.