Evaluating the Impact of eWOM Adoption on Consumer Purchasing Intentions

Abstract

This research aims to understand better the factors that motivate customers to use eWOM and how that usage impacts their subsequent purchasing decisions. Study findings provide a framework for rearranging the factors that affect consumers' purchasing decisions in the online marketplace. The constantly expanding world of digital information transmission is the subject of this research. The proliferation of social media platforms has increased consumers' exposure to false and accurate information. The quick spread of information is thanks partly to the eWOM capabilities of social media networks. For this qualitative research project, we surveyed a convenient sampling of Karachi college students. Smart PLS was used to analyze the data. Insights like these may help promoters design campaigns like wildfire and encourage customers to spread trustworthy word-of-mouth (eWOM) that could sway consumers to purchase. The data shows that eWOM adoption acts as a mediator between other factors (such as trust propensity, information quality, information usefulness, argument quality, information credibility, and information adoption) and the consumer's propensity to purchase.