Title: Influence of electronic word of mouth on purchase intention of mobile phones through information quality: empirical evidence from Pakistan

Authors: Abdul Majeed; Samr Rahi; Shrafat Ali Sair; Abdul Hafaz Ngah

Addresses: Hailey College of Commerce, University of the Punjab, Lahore, Pakistan ' Hailey College of Banking and Finance, University of the Punjab, Lahore, Pakistan ' Hailey College of Commerce, University of the Punjab, Lahore, Pakistan ' Universiti Malaysia Terengganu, Terengganu, Malaysia

Abstract: This study aims to investigate the structural effects of electronic word of mouth valence on consumers' online purchase intention in smartphone brands concerning consumer-generated content of the communication. It also studied the mediating effect of initial brand trust between the associations of corresponding factors. The data was collected from the students of public and private universities in Metropolitan City Lahore using a structured questionnaire. The electronic word of mouth positive valence has a negative connection with initial brand trust and consumers' purchase intention. The initial brand trust positively affects consumers' purchase intention. Contrary to this, the electronic word of mouth negative valence does not influence initial brand trust and consumers' purchase intention. The study provides directions to marketing managers developing digital marketing strategies, and firms can affect consumers to write online product reviews, rich media reviews in building actionable marketing strategies.

Keywords: electronic word of mouth; e-WOM; positive valence; negative valence; initial brand trust; consumers' purchase intention in smartphone brands.

DOI: 10.1504/IJBIS.2023.131352

International Journal of Business Information Systems, 2023 Vol.43 No.2, pp.164 - 185

Received: 26 Mar 2020
Accepted: 02 Jul 2020
Published online: 07 Jun 2023 *

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