The Impact of Online Word of Mouth (e-WOM) on End-User Purchasing Intentions: A Study on e-WOM Channels’ Effects on the Saudi Hospitality Market

Hasan Beyari () and Hatem Garamoun
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Hasan Beyari: Department of Administrative and Financial Sciences, Applied College, Umm Al-Qura University, Makkah 24382, Saudi Arabia
Hatem Garamoun: Marketing Department, College of Business Administration, University of Business and Technology, Jeddah 21448, Saudi Arabia

Sustainability, 2024, vol. 16, issue 8, 1-17

Abstract: In this paper, we study the relationship between electronic word of mouth (e-WOM), brand perceptions, and consumer purchase intentions in the Saudi hospitality market via an extensive questionnaire design using a five-point Likert scale. A total of 410 respondents from the central, western, and eastern regions of Saudi Arabia were chosen using the convenience sampling technique. The structural equation modeling (SEM) analysis using SPSS AMOS 26 software showed that e-WOM via social media, online retail stores, brand-owned media, and influencers positively affects perceived brand quality, which leads to increased purchase intentions. The model showed an R-squared of 0.579, indicating that e-WOM explains about 57.9% of the variation in perceived brand quality. In particular, e-WOM through social media and influencers has been established as a strong factor in predicting perceptions of brand quality. This study reveals that learning the nuances and strategic management of e-WOM channels is key to improving brand perceptions and consumer purchase behavior in the Saudi hospitality market in the digital age.

Keywords: e-WOM; purchasing intentions; online store; hospitality; Saudi Arabia; SEM (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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