Influence Of eWOM Research Articles

The Mediating Role of Brand Trust in the Influence of E-WOM and Product Quality on Purchase Decisions for Natural Cosmetics in Bali

The Mediating Role of Brand Trust in the Influence of E-WOM and Product Quality on Purchase Decisions for Natural Cosmetics in Bali

The Influence of e-WOM, Brand Image and Bandwagon Effect on Decisions to Purchase Korean Street Food Family Mart Products

This research aims to determine the influence of the variables E-WOM, Brand Image, and Bandwagon Effect on purchasing decision variables for Korean Street Food FamilyMart products. The analysis and testing method used in this research is multiple linear regression analysis. The data used in this research is primary data collected through questionnaires distributed to 114 respondents who are the sample for this research whose criteria are STIAMI students who have purchased Korean Street Food FamilyMart products. The assessment scale in the questionnaire uses a Likert scale with a score range of 1 to 5. Data processing is assisted by the Stata application version 17. The results of this research are: 1). E-WOM does not have a positive and significant effect on purchasing decisions for Korean Street Food products at FamilyMart, 2). Brand Image does not have a positive and significant effect on the decision to purchase Korean Street Food products at FamilyMart, 3) the bandwagon effect has a positive and significant effect on the decision to purchase Korean Street Food products at FamilyMart.

Consumer Intention and the Role of eWOM in the Movie Industry

This study attempts to examine the impact of electronic word-of-mouth (eWOM) on consumer intent to purchase movie tickets. Using various methods, including ANOVA and linear regression, this research seeks to elucidate the influence of eWOM on consumer decision-making in the context of deciding which movie ticket to buy. Findings indicate a significantly positive relationship between eWOM and purchase intention, in correlation with the role of consumer trust, consistent with prior research on the power of online reviews. Further, the study reveals age as a moderating variable, showing variations in the effect of eWOM across demographic segments. By illustrating the correlation between consumer intent and eWOM within the film industry, this research offers insights for industry professionals to adapt their strategies based on audience preferences

PENGARUH E-WOM, PRICE DISCOUNT, ONLINE CUSTOMER REVIEW, DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA PLATFORM SHOPEE

This research aims to determine the influence of e-wom, price discounts, online customer reviews and online customer ratings on online purchasing decisions on the Shopee platform for undergraduate management students at Muhammadiyah University of Bengkulu. This type of research is a quantitative descriptive type of research, the object of this research is users of the Shopee application among Management undergraduate students at Muhammadiyah University of Bengkulu. The sampling method uses accidental sampling technique. The number of respondents in this study was 150 people. The data collection method uses a questionnaire. The data analysis technique uses the Multiple Linear Regression Analysis Test, and Hypothesis Testing, namely the t test and f test. The results of this research can be concluded that the E-wom variable has a positive effect on Purchasing Decisions, Price Discount has a positive effect on Purchasing Decisions, Online Customer Review has a positive effect on Purchasing Decisions, Online Customer Rating has a positive effect on Purchasing Decisions, and E-wom, Price Discount , Online Customer Review, Online Customer Rating together have a positive and significant influence on online purchasing decisions on the Shopee platform for Bachelor of Management students at Muhammadiyah University of Bengkulu. Keywords: Electronic Word of Mouth, Price Discount, Online Customer Review, and Online Customer Rating, Purchase Decision

The Influence of E-Wom and Social Media on Interest in Buying Camping in Bedugul and Lifestyle as a Mediation Variable

Purpose: This research aims to increase our understanding of how people behave when they choose several camps in Bedugul. By knowing the factors that influence consumers' lifestyle and buying interest, camp managers in Bedugul can increase their presence on Social Media to attract consumers' buying interest. Methodology:This research uses quantitative methods with a descriptive approach. The research method uses the Structural Equation Model (SEM). Data collection was carried out by studying literature and distributing questionnaires to respondents. Data processing was carried out using IBM software called Smart-PLS version 3.0. The Slovin formula was used to determine the sample size. Findings:E-WOM has a positive and significant influence on lifestyle and interest in buying camping in Bedugul, Social Media has a positive and significant influence on lifestyle and interest in buying camping in Bedugul, lifestyle has a positive and significant influence on interest in buying camping in Bedugul, E-WOM and social media has a positive and significant influence on interest in buying camping in Bedugul through lifestyle as a mediating variable. Implication:This research was conducted on a small scale in the Bedugul area with limited coverage, so the results may not fully represent the wider situation. In order to gain a more comprehensive understanding and stronger generalizations, further research is needed on a larger scale and involving more variables. This will help in identifying and understanding various other aspects that may influence consumer buying interest in a broader context.

Role of Brand Familiarity on the Influence of Electronic Word-of-Mouth and Customers’ Behavioral Intentions

Despite the increased confidence in e-commerce, consumers remain skeptical when shopping online and therefore rely on electronic word-of-mouth generated by other consumers to aid their brand or store choice. Because eWOM can have detrimental or beneficial effects on brands and is beyond the control of firms, measuring the extent to which consumers use this information source to inform their decisions is a major challenge facing scholars and practitioners. This study examines the influence of eWOM on customers’ behavioral intentions and tests the role of brand familiarity. Five hypotheses are developed and tested based on the accessibility-diagnosticity theory and the elaboration likelihood model. A sample of 432 participants was recruited from a university in Southeastern Nigeria to participate in a [Formula: see text] between-subject factorial experiment. The results show that the positive or negative sentiments conveyed in eWOM messages and the familiarity of a brand affect customers’ behavioral intentions independently, and that the volume of eWOM messages interacts with brand familiarity to impact these behavioral intentions such that unfamiliar brands benefit more from high volume than familiar retailers do. The implication is that firms can overcome the problem of familiarity and performance risk by motivating and displaying as many eWOM communications as possible in their social media and advertisements.

Pengaruh Selebgram Endorsement dan E-Wom terhadap Keputusan Pembelian Konsumen Bittersweet by Najla melalui Niat Beli

Purpose: This study aims to analyze the impact of celebrity Instagram endorsements and e-WOM on the purchasing decisions of bittersweet consumers through purchase intention. Methodology/approach: The research method used was ex post facto with a quantitative approach. Non-probability sampling was the sampling technique employed. Questionnaires were the primary means of data collection. Data analysis was conducted using SmartPLS tools. Results: Celebrity Instagram endorsements have a positive and significant impact on purchase intention and purchase decisions. Purchase intention also had a positive and significant impact on purchasing decisions. However, e-WOM does not have a significant impact on purchase intentions or purchase decisions. The results of the hypothesis testing for indirect effects indicate that celebrity Instagram endorsements have a positive and significant impact on purchase decisions mediate purchase intention, but purchase intention does not successfully mediate the influence of e-WOM on purchasing decisions. Limitations: This research does not cover the entire consumer population of Bittersweet By Najla, which is only represented by 103 respondents. The variables used by researchers do not fully fulfill the influence of purchasing intentions and decisions. The variables used by researchers can also be expanded by using other variables. Contribution: Based on the results of the research that has been carried out, the researcher wants to provide input to Bittersweet using Najla as a research object: Researchers suggest that Bittersweet by Najla can endorse honest celebrities, such as Titan Tyra. Researchers have also suggested that Bittersweet by Najla makes social networks as attractive as possible. Research suggests that Bittersweet by Najla can develop more food products so that if consumers do not eat the products, they will feel less.

Analysis of the Influence of Information Quality, Information Quantity, Information Credibility and Satisfaction mediated by Information Usefulness and Information Adoption and its effect on Purchase Intention on TikTok social media on fashion products in Jakarta

The development of technology affects people's life patterns in the digital and modern direction which has an impact on the development of the internet. The number of internet users in Indonesia continues to increase from year to year, which affects the development of the number of social media users in Indonesia. Traditional WOM promotions have been replaced by promotions through eWOM through social media. TikTok has become one of the trending social media platforms with fashion product content in its application as a promotional medium. This study aims to find out how the influence of eWOM consisting of information quality, information quantity, information credibility, information usefulness, information adoption, and satisfaction variables on TikTok social media on the purchase intention of consumers of fashion products in Jakarta. This research was conducted using a quantitative method. The number of samples in this study was 178 respondents. The sampling technique in this study is nonprobability with the judgemental sampling method. The data collection technique used a questionnaire with a likert scale of 1-5. Data analysis using the Structural Equation Model (SEM) method using the SmartPLS 4.0 data processing application.

The influence of homophily and social identity on eWOM in streaming consumption behaviour

Purpose The purpose of this paper is to identify the influence of homophily and social identity in eWOM adoption and influence on music consumption in streaming platforms. The study also proposes a framework for eWOM influence on product consumption. Design/methodology/approach Data were collected through an electronic questionnaire with a total of 524 valid responses. A partial least square methodology was used to approach the data analysis. Findings The findings indicate that both homophily and social identity have an influence on eWOM effect. Additionally, homophily shows influence on social identity being an important value to the total influence. It is also confirmed how eWOM has direct influence on music consumption. Practical implications Social information of consumers becomes more relevant than ever, as the results contribute to highlight its importance as a message adoption influencer and product consumption driver. Originality/value This study contributes to social communication theory by identifying homophily and social identity as valuable assets during eWOM generation. The research brings a new angle to social identity theory in the social network environment and influences eWOM adoption in music streaming consumption.

Factors’ influence of E-WOM on travel intentions of tourists: A study on tourist places located in Bangladesh

Purpose: This study aimed to determine the effects of electronic word-of-mouth (e-WOM) on tourists’ travel intentions. Research Methodology: The researchers collected 302 data points using a five-point Likert-scale questionnaire. For this study, a descriptive research technique or methodology was used based on quantitative data. The sampling method was a non-probabilistic convenience sampling method. The SPSS 26.0 version was used for descriptive statistics analysis, reliability testing, and regression analysis. Results: Four independent variables out of five (positive online reviews, negative online reviews, source credibility, and e-WOM quality) had a favorable impact on travelers' plans to travel. Only one variable (e-WOM quality) had no favorable results. Limitations: The study's use of a non-probability convenience sampling strategy was constrained to a certain limited geographic area. There were also issues related to time and money in this investigation. Contribution: This research will help travel organizations understand and acknowledge e-WOM and its significance, as well as develop strategies to manage its effects. In addition, it will help tourists select their tour destinations. Novelty: This study addresses the impact of e-WOM on tourist decision making and explains the complex factors that affect tourists’ decisions to visit a tourist place.

Factors’ influence of E-WOM on travel intentions of tourists: A study on tourist places located in Bangladesh

Purpose: This study aimed to determine the effects of electronic word-of-mouth (e-WOM) on tourists’ travel intentions. Research Methodology: The researchers collected 302 data points using a five-point Likert-scale questionnaire. For this study, a descriptive research technique or methodology was used based on quantitative data. The sampling method was a non-probabilistic convenience sampling method. The SPSS 26.0 version was used for descriptive statistics analysis, reliability testing, and regression analysis. Results: Four independent variables out of five (positive online reviews, negative online reviews, source credibility, and e-WOM quality) had a favorable impact on travelers' plans to travel. Only one variable (e-WOM quality) had no favorable results. Limitations: The study's use of a non-probability convenience sampling strategy was constrained to a certain limited geographic area. There were also issues related to time and money in this investigation. Contribution: This research will help travel organizations understand and acknowledge e-WOM and its significance, as well as develop strategies to manage its effects. In addition, it will help tourists select their tour destinations. Novelty: This study addresses the impact of e-WOM on tourist decision making and explains the complex factors that affect tourists’ decisions to visit a tourist place.

Pengaruh Electronic Word Of Mouth Dan Citra Merek Terhadap Keputusan Pembelian Aplikasi Tokopedia

This study evaluates the influence of Electronic Word of Mouth (eWOM) and brand image on the purchasing decisions of students of the Faculty of Economics, Pasim Bandung National University on the Tokopedia application. eWOM includes reviews, testimonials, and recommendations through digital platforms, while brand image refers to students' perceptions of Tokopedia as a brand. This study uses a survey method with a questionnaire to collect data from students who have used the Tokopedia application. The analysis was conducted with multiple linear regression to determine the relationship between eWOM, brand image, and purchasing decisions. The results showed that eWOM had an influence of 4.7% on purchasing decisions, while brand image had an influence of 59.8%. Hypothesis testing shows that eWOM and brand image significantly influence purchasing decisions, with an R2 value of 0.646. Thus, about 64.6% of the variation in purchasing decisions on the Tokopedia application can be explained by the combined influence of eWOM and brand image. The remaining 35.4% is caused by other factors not examined in this study.

Aktivitas pemasaran melalui media sosial instagram dan ekuitas merek serta pengaruhnya terhadap niat beli konsumen

The purpose of this research is to determine the influence of Social Media Marketing Activities on brand equity; to determine the influence of brand equity on E-WOM; to determine the influence of E-WOM on consumer purchasing intentions and to determine the influence of Social Media Marketing Activities on consumer purchasing intentions. Research data collection was carried out using a cross sectional approach carried out over a 1 month period using questionnaires distributed via social media. Researchers distributed questionnaires to consumers who made online purchases to students in Yogyakarta. The analysis tool uses SEM AMOS. The research results show that there is a significant relationship between social media marketing activities and brand equity; there is a significant relationship between brand equity and e-wom; There is no influence of the e-WOM variable on purchase intention and there is a significant relationship between social media marketing activities and purchase intention.

Pengaruh E-Wom, Brand Image dan Influencer Terhadap Keputusan Pembelian pada Tokopedia

This research aims to examine the influence of E-Wom, Brand Image and Influencers on Purchasing Decisions at the Tokopedia Marketplace in DKI Jakarta. The population in this research is consumers who use the Tokopedia marketplace in DKI Jakarta, totaling 205 people. The population in this research are consumers who use the Tokopedia marketplace in Jabodetabek. Data analysis techniques used in this research include outer model testing (Convergent Validity, Discriminate Validity, Composite Reability), inner model hypothesis testing (R square value, Goodness of Fit Model boostraping), Data was collected by distributing questionnaires to consumers and processed using a program Smart PLS 4.0. The results of this research show that E-Wom has a positive and significant effect on purchasing decisions. Brand Image has a positive and significant effect on Purchasing Decisions. Influencers have a positive and significant influence on purchasing decisions.

The Influence of Ewom and Fear of Missing Out in the Intention to Buy Skincare Products Through Tiktok

The current social media platform provide a variety of social content that raises new phenomena to become viral and beauty content is one of the most popular content. This study examines the influence of eWOM and Fear of Missing Out (FOMO) in the purchase intention of Skintific skincare products through TikTok. To understand the influence of eWOM, this study combines the information adoption model with self-determination theory as a theoretical basis. Data collection was conducted by an online survey with a purposive sampling method using 235 selected respondents. The data was then processed by applying PLS-SEM to test the proposed hypotheses. The findings show that information usefulness has a positive effect on information adoption, information adoption and FOMO have a positive effect on purchase intention, information credibility and information quantity have a positive effect on information usefulness, and information quality has no significant effect on information usefulness. The direct managerial implication of this finding be a valuable addition to the academic understanding of FOMO in the information adoption model and provide direction for companies in formulating digital marketing designs that focus on the credibility and frequency of content broadcast to provoke consumer desire to use the company's products so as not to be left behind by others.

Decoding the consumer mindset: Exploring the role of e-WOM, online experiences and brand trust in KKV one-stop shop purchase intention

This quantitative study aims to contribute to this body of knowledge by investigating the influence of e-WOM, online shopping experiences and brand trust on purchase decisions at KKV one-stop shopping store, a prominent e-commerce platform specializing in one-stop shopping. By examining the roles of e-WOM, online experiences, and brand trust in shaping consumer mindsets and purchase decisions at KKV one-stop shopping store, this study aims to contribute to the growing body of knowledge in consumer behavior and e-commerce research, particularly in the context of one-stop shopping platforms. Primary data were collected through a questionnaire distributed through social media platforms using the Google Form application. The study used a purposive sampling technique and the final sample consisted of 121 respondents. The results show that e-WOM, online shopping experience and brand trust have positive and statistically significant effects on purchase decisions. Specifically, favorable e-WOM communication, positive online shopping experience and high levels of brand trust increase the likelihood that consumers will purchase from KKV one-stop shopping store. The findings highlight the importance of cultivating positive e-WOM, providing seamless online shopping experiences and fostering brand trust as strategies to improve consumer purchase decisions in the e-commerce space.

Influence of eWOM on the purchase intention of consumers of Nikkei restaurants in Lima, Peru

Purpose eWOM is a very useful tool that is widely used nowadays to make a purchase decision. One of the sectors where this tool is very present is the gastronomic sector and Peru is no stranger to this gastronomic take-off. As a part of this take-off, Nikkei or Peruvian-Japanese cuisine have gained plenty of attention through digital social platforms, with a significant number of users relying on eWOM to determine which is their best purchase option; nevertheless, there is a lack of local investigations that addresses a correlation between eWOM and purchase intention in this type of restaurants. With the last statement, this study aims to determine the influence of eWOM on the purchase intention of consumers of Nikkei restaurants in Lima, Peru. Design/methodology/approach A quantitative descriptive and causal explanatory research was conducted, using the Information Acceptance Model (IACM) to test the purpose of the study. A total of 385 surveys were obtained and processed in SmartPLS. Findings The results show that consumers of Nikkei restaurants in Metropolitan Lima are mostly guided by the eWOM that is on social media to make a purchase decision. In addition, information usefulness is the eWOM dimension that most influences purchase intention. Finally, it was found that the credibility of the eWOM does not influence the information usefulness, which could be due to the distrust of the sources and the anonymity of the eWOM. Research limitations/implications The present investigation identified that certain dimensions of the IACM does not influence their hypothesized counterparts, such as credibility and attitude towards information over information usefulness; circumstances that may conduct to other local studies based on the IACM applied to other type of restaurants to observe if there is some type of variation in the results obtained of both hypotheses. Practical implications From a practical point of view, the results obtained are valuable for social media marketers and generally digital marketing professionals, which by themselves provide a framework that assures a better understanding about the impact of eWOM in the purchase intention of Nikkei Restaurant consumers. Social implications As the potential for this research to impact society in visible ways, it identifies how current individuals in a certain time and location, tend to act towards information obtained in social media or specialised forums; as well as how the characteristics of this information could affect their final purchase decision. Originality/value To the best of the authors’ knowledge, this is one of the first articles to study the influence of eWOM on purchase intention in the gastronomic sector in Peru, a country famous for its gastronomy. In this way, experts and professionals in this field will be able to generate knowledge of this tool, as well as generate strategies to improve sales of Nikkei restaurants and in general within the gastronomy industry in Peru.

The Influence of Electronic Word of Mouth on Purchase Intention of Compass Shoe Customers in Padang City with Brand Image as a Mediating Variable

The aim of this research is to analyze: (1) The influence of E-WOM on Purchase Intention for Compass Shoes in Padang City. (2) The influence of E-WOM on the Brand Image of Compass Shoes in Padang City. (3) Influence of Brand Image on Purchase Intention for Compass Shoes in Padang City. 4) Influence of E-WOM on Purchase Intention for Compass Shoes in Padang City with Brand Image as a mediating variable. The type of data in this research is quantitative, the data source is primary data through distributing questionnaires via Google Form, the sampling technique is purposive sampling technique, the data analysis tool is SEM analysis using the Smart PLS VERSION 4 application. Research Results: (1) There is a significant influence between E-WOM on Purchase Intention for Compass Shoes in Padang City. 2) There is a significant influence between E-WOM on the Brand Image of Compass Shoes in Padang City. 3) There is a significant influence between Brand Image on Purchase Intention for Compass Shoes in Padang City. 4) There is a significant influence between E-WOM on Purchase Intention for Compass Shoes in Padang City through brand image

THE INFLUENCE OF ELECTRONIC WORD OF MOUTH, SECURITY, AND TRUST ON PURCHASING DECISIONS ON TOKOPEDIA MARKETPLACE IN BATAM CITY

Tokopedia marketplace visitors have decreased in each period, namely from the second quarter of 2022 with a total of 158,300,000 visitors to the third quarter of 2023 with a total of 97,066,667 visitors, this can happen due to certain factors that can influence the purchase decision of the Tokopedia marketplace. The purpose of this study is to find out whether there is an influence of E-wom, Security, Trust and Purchasing Decisions. Quantitative research method with Jacob Cohen's formula which total of respondents 204 people. Purposive sampling technique using data collection method is distributing questionnaires with Likert scale measurement. This study uses multiple linear regression analysis with the results of E-wom, Security and Trust has a positive and significant influence on the Tokopedia Marketplace in Batam City.

The Influence of Electronic Word of Mouth (eWOM) in Enhancing the Program Registration Applicants of a Youth Organization

The study explores the impact of electronic word-of-mouth (e-WOM) on the decisionmaking process of registering for the AIESEC 2021 program. Conducted using a quantitative survey method, the research applies marketing communication theory to understand the influence of e-WOM on consumer behavior. Surveying 75 registrants from the UPN "Veteran" Yogyakarta class of 2021, the findings reveal a significant and robust positive correlation (0.797) between e-WOM and registration decisions, as confirmed by the Product Moment Correlation Test. Additionally, the statistical significance of this relationship is supported by the t Test (p < 0.05), with the F Test indicating that eWOM contributes significantly to decisionmaking, accounting for 62.9% of the variance. However, 37.1% of decisionmaking factors remain unexplored. These results highlight the pivotal role of e-WOM in shaping consumer decisions, particularly in the context of registering for programs such as JOIN AIESEC 2021. Understanding and leveraging e-WOM can thus be crucial for organizations seeking to enhance their marketing strategies and attract participants to their programs