Influence of Electronic Word of Mouth on Purchase Intention: Case of Facebook Groups Dedicated to Purchases on Foreign Websites

Issam Ezzahi () and Salima Jazi ()
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Issam Ezzahi: Research Laboratory in Management, Marketing and Communication, ENCG Settat
Salima Jazi: Research Laboratory in Management, Marketing and Communication, ENCG Settat

Chapter Chapter 8 in Brand, Label, and Product Intelligence, 2022, pp 145-194 from Springer

Abstract: Abstract The goal of this study is to investigate the determinants of the influence of electronic word-of-mouth by analyzing the consumer decision-making process using theories of membership in virtual communities and models of purchasing behavior. This paper proposes a conceptual model based on the Stimulus-Organism-Response (S-O-R) paradigm that articulates a set of variables derived from a literature review. The latter variables were confirmed in a two-phase exploratory qualitative study: a nethnographic analysis of consumer exchanges on a Facebook group, followed by a qualitative study in the form of individual interviews with members of the latter group. The qualitative studies were followed by a quantitative study in the form of an online questionnaire, which collected data from 196 participants who had previously requested online opinions in Facebook groups. The research model’s findings revealed that the positive valence of the messages, as well as the perceived expertise of the source, contribute to the development of consumer attitudes toward purchasing the product. The paper also emphasizes women’s sensitivity to electronic word of mouth and its impact on their purchasing intentions.

Keywords: Electronic word of mouth; Intention to purchase; Consumer; Nethnography; Individual interviews; Facebook groups; Source credibility; Attitude (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-95809-1_8

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DOI: 10.1007/978-3-030-95809-1_8

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