Impact of Electronic Word of Mouth (eWOM) through different platforms on Purchase Intention of Customers

Abstract

In today´s technical environment people are surrounded by information. The revolution of the Internet provides consumers with different channels where product information can be found and consumed. But what makes consumers pick specific products online? Firms need to be aware of what influences consumers to read a specific information and to what end this information alter their opinion towards the product and the brand. eWOM has been recognized as an important marketing communication tool and needs to be included in the firms marketing mix. Thus, this study took a closer look at three, previously established platforms of eWOM and investigated their effect on purchase intention. In the specific area, a research gap was noticed, namely, how electronic word-of-mouth through its different platforms including; social networking sites, ecommerce sites and product review sites affects consumers’ purchase intentions. Based on this gap, four hypotheses and a research model were constructed. The empirical data was collected via questionnaire, where all of the respondents were within the target group, which were e-commerce customers. It was revealed through the results, that electronic word-of-mouth through its different platforms has a significant positive effect on consumers’ purchase intentions. In addition, it was also revealed that social networking sites has strongest influence on purchase intention. Finally, it is argued that managers should take electronic word-of-mouth through social networking sites, ecommerce shopping sites and product review sites into consideration, and adopt it in their marketing tactics.