Title: Examining the effect of eWOM, social networking sites and value co-creation on purchase intention of cosmetic products in Malaysia

Authors: Asmat-Nizam Abdul-Talib; Shasikala Vadivalu

Addresses: School of International Studies, Universiti Utara Malaysia, 06010, Kedah, Malaysia ' Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, 06010, Kedah, Malaysia

Abstract: Social networking sites (SNSs) allow companies to achieve their marketing objectives at relatively low costs, improved brand awareness and increased sales. The purpose of this study is to investigate the effect of eWOM, SNSs, and value co-creation (VCC) on purchase intention of cosmetic products in Malaysia. Data were obtained using a structured questionnaire from a sample of 142 Malaysian Gen-Y participants. The data were analysed using structural equation modelling in Smart PLS software. This empirical study revealed a positive variable and provided new insights insight into the importance of developing effective marketing strategies to influence consumers positively and spend marketing resources more efficiently. Marketers can respond to this fundamental shift to generate purchase intentions through SNSs. Future research could study other generations from different countries using specific products. The article discusses the research findings and concludes with managerial implications and limitations.

Keywords: cosmetic; purchase intention; eWOM; value co-creation; VCC; social networking sites; SNSs; Generation Y; Malaysia.

DOI: 10.1504/IJEB.2023.134127

International Journal of Electronic Business, 2023 Vol.18 No.4, pp.418 - 443

Received: 17 Nov 2021
Accepted: 22 Dec 2022
Published online: 11 Oct 2023 *

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