NDLI: Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India

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Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India

Content Provider	MDPI
Author	Siddiqui, Mohd Siddiqui, Urooj Khan, Mohammed Alkandi, Ibrahim Saxena, Anoop Siddiqui, Jaziba
Copyright Year	2021
Description	The aim of this study is to identify the factors affecting the credibility of electronic word-of-mouth (eWOM) stimulation through Social Networking Sites (SNSs) through an empirical model providing both theoretical understandings and practical implications. The proposed framework explicates the consumer’s use of SNSs as a tool for information sharing and its effect on brand image and online purchase intentions. The consumer survey was done through a structured questionnaire developed in accordance with the literature. Data was collected from 256 respondents, using both offline and online modes from 4 different cities of India. Structural Equation Modeling was employed to estimate the proposed model and determine the antecedents of consumer eWOM credibility and in turn its effect on brand image leading to consumer purchase intentions. The results show SNS activities play a significant role in creating eWOM credibility, which leads to shaping the brand image and purchase intentions. The findings would help companies to create a positive brand image to enhance their purchase intentions through eWOM aroused via SNSs.
Ending Page	1024
Page Count	17
Starting Page	1008
e-ISSN	07181876
DOI	10.3390/jtaer16040057
Journal	Journal of theoretical and applied electronic commerce research
Issue Number	4
Volume Number	16
Language	English
Publisher	MDPI
Publisher Date	2021-03-13
Access Restriction	Open
Subject Keyword	Journal of theoretical and applied electronic commerce research Journal of Theoretical and Applied Electronic Commerce Research Ergonomics Ewom Credibility Brand Image Purchase Intention Social Network Sites (snss) Social Media Marketing Word-of-mouth Marketing
Content Type	Text
Resource Type	Article

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