Influence of electronic word of mouth on purchase intention of mobile phones through information quality: empirical evidence from Pakistan

Abdul Majeed, Samr Rahi, Shrafat Ali Sair and Abdul Hafaz Ngah

International Journal of Business Information Systems, 2023, vol. 43, issue 2, 164-185

Abstract: This study aims to investigate the structural effects of electronic word of mouth valence on consumers' online purchase intention in smartphone brands concerning consumer-generated content of the communication. It also studied the mediating effect of initial brand trust between the associations of corresponding factors. The data was collected from the students of public and private universities in Metropolitan City Lahore using a structured questionnaire. The electronic word of mouth positive valence has a negative connection with initial brand trust and consumers' purchase intention. The initial brand trust positively affects consumers' purchase intention. Contrary to this, the electronic word of mouth negative valence does not influence initial brand trust and consumers' purchase intention. The study provides directions to marketing managers developing digital marketing strategies, and firms can affect consumers to write online product reviews, rich media reviews in building actionable marketing strategies.

Keywords: electronic word of mouth; e-WOM; positive valence; negative valence; initial brand trust; consumers' purchase intention in smartphone brands. (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=131352 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbisy:v:43:y:2023:i:2:p:164-185

Access Statistics for this article

More articles in International Journal of Business Information Systems from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().