Driving Social Media Customers’ Purchase Intentions: The Mediation Role of EWOM Credibility | ||
| المجلة العربية للإدارة | ||
| Articles in Press, Accepted Manuscript, Available Online from 06 December 2023 PDF (388.87 K) | ||
| Document Type: بحوث باللغة الإنجلیزیة | ||
| DOI: 10.21608/aja.2023.242009.1540 | ||
| Authors | ||
| Hebat Allah Mamdouh* 1; Ghada El Sayad2 | ||
| 1Arab Academy for Science, Technology, and Maritime Transport | ||
| 2Arab Academy for Science, Technology and Martime Transport | ||
| Abstract | ||
| In the era of global networking, the development of social media allows the facilitation of electronic word-of-mouth (EWOM) on global and widely accessible platforms. People use such platforms to discuss and share feedback, reviews, or evaluations on products and services with their acquaintances, family, friends, or the public. This study examines the impact of EWOM characteristics (namely, quality/usefulness, quantity/intensity, valence, and recency) on EWOM credibility and social media customers’ purchase intentions, considering the mediation role of EWOM credibility. Study data were collected from 664 customers and analyzed by structural equation modeling. The findings revealed that EWOM characteristics and credibility have significant effects on purchase intention. EWOM quality/usefulness, quantity/intensity, and recency have significant effects on EWOM credibility. Furthermore, EWOM credibility mediates the effects of EWOM quality/usefulness and recency on purchase intention. This study provides empirical evidence that may help researchers and practitioners explore methods to encourage social media customers’ purchase intentions. | ||
| Keywords | ||
| E-Commerce; Social Media; Social Media Marketing; Electronic Word-of-Mouth; Online Purchase Intention; EWOM Credibility; EWOM Quality/Usefulness; EWOM Quantity, EWOM Valence | ||
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