Abstract
Orientation: The study investigated the influence of electronic word-of-mouth (eWOM) adoption on brand love amongst Generation Z consumers in South Africa that will enable marketers to improve their brand love strategies amongst this generation.Research purpose: The study used the information adoption model to investigate the impact of eWOM adoption on brand love amongst Generation Z consumers.Motivation for the study: This study adds to the limited body of literature on Generation Z consumers in emerging markets. It examines drivers of online purchase decisions of Generation Z consumers, such as eWOM adoption and brand love.Research design, approach and method: The study followed a descriptive quantitative approach. Data were obtained through structured questionnaires from Generation Z consumers. Non-probability, purposive sampling was used to select the sample. Data were captured, coded and cleaned using Statistical package for the social sciences (SPSS) version 25, yielding 284 usable questionnaires. Apart from descriptive statistics, confirmatory factor analysis was used to test the validity of the constructs obtained from previously developed scales through convergent and discriminant validity. The reliability of the constructs was tested using Cronbach’s alpha and composite reliability. The conceptual model was tested using Structural Equation Modelling and the hypotheses were analysed using path modelling in Analysis of moment structures (AMOS) version 25.Main findings: The results revealed a positive, weak relationship between eWOM adoption and brand love. Argument quality had a strong, positive influence on information usefulness, which in turn, had a strong, positive influence on eWOM adoption.Practical/managerial implications: Marketers can use the findings of this study to target Generation Z consumers in emerging markets more effectively by sharing quality, authentic content through Facebook and Instagram to encourage eWOM adoption and somewhat affect brand love.Contribution/value-add: This study adds to the limited body of knowledge on Generation Z consumers in emerging markets. It elucidates how marketers can encourage eWOM adoption amongst this generation, thereby leading to brand love, to some extent.
Highlights
Emerging markets are developing countries whose economies are growing rapidly (AmankwahAmoah, Boso & Debrah, 2018)
It is evident from the results that South African Generation Z consumers’ do not perceive the credibility of the source as being important to their perception of the usefulness of the information obtained from electronic word-of-mouth (eWOM) reviews
This study investigated the influence of eWOM on brand love amongst Generation Z consumers in South Africa
Summary
Emerging markets are developing countries whose economies are growing rapidly (AmankwahAmoah, Boso & Debrah, 2018). The main aim of an emerging market is to advance its economy (Saksiriruthai 2019). Emerging markets are essential for the global economy because they comprise 80% of the global population and 70% of total global gross domestic product (GDP) (Corporate Finance Institute 2021). Emerging markets experience rapid growth, high productivity levels and rising standards of living (Amankwah-Amoah et al, 2018). Amadeo (2020) inferred that instability and volatility increase the risk of doing business with emerging markets. For most foreign investors, higher risks equate to higher returns, which increase the attractiveness of such markets. Numerous other emerging markets, especially in Africa, have been identified to provide major opportunities for foreign investors (Amankwah-Amoah, Boso & Debrah 2018)
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