Title: Online information bombardment! How does eWOM on social media lead to consumer purchase intentions?

Authors: Muddasar Ghani Khwaja; Saqib Mahmood; Ahmad Jusoh

Addresses: Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Islamabad, Pakistan ' Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Islamabad, Pakistan ' Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Islamabad, Pakistan

Abstract: Social media networks have increased Electronic Word of Mouth (eWOM) conversations which have created numerous opportunities for online businesses. People using social media networks have been able to discuss, evaluate and argue on different products and services with their friends, family and peers. The study aimed to determine the influence of these social media conversations on the consumer purchase intentions. In this regard, Erkan and Evans' (2016) study was extended as an integrated framework of Theory of Reasoned Action (TRA) and Information Adoption Model (IAM). The proposed framework was estimated using Structural Equation Modelling (SEM) on AMOS. Survey method was deployed in which data from 342 respondents were taken who have been involved in online purchasing due to social media influence. The results attained affirmed the established theoretical foundations.

Keywords: eWOM; IAM; information adoption model; TAM; technology acceptance model; purchase intentions.

DOI: 10.1504/IJGUC.2020.110918

International Journal of Grid and Utility Computing, 2020 Vol.11 No.6, pp.857 - 867

Received: 19 Feb 2019
Accepted: 26 Dec 2019
Published online: 01 Nov 2020 *

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