Impact of Trust Aspects and Value Co-Creation as Mediation on Purchase Intention in Social Networking Context

D. Asokan ()

American Journal of Social Sciences and Humanities, 2020, vol. 5, issue 2, 221-229

Abstract: Social Media Communication through Social Networking has become developing marketing issue of increasing popularity. This article investigates Word-of-Mouth communication through Social Networking Sites guided by the socialization framework with Purchase Intention as outcomes and Value Co-creation, Trust as antecedents. 508 participants who engaged in Word- of-Mouth communication about products through Social Networking Sites are surveyed. It confirms that the trust and Value Co-creation influences Purchase Intention positively. Electronic Word-of-Mouth communication impacts Purchase Intention directly and indirectly by reinforcing Value Co-creation with Trust. The model is used to study the main objective of determining the factors of consumer purchase intention through Word-of-Mouth communication in Social Networking Sites. These findings have significance managerial and theoretical implications.

Keywords: Consumer socialization; Word-of-mouth communication; Trust aspects; Value Co-creation; Purchase intention. (search for similar items in EconPapers)
Date: 2020
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