Influence of Ewom in Social Media on Purchase Intention of Pakistani Young Adults with Moderating Role of Social Ties

Autores

  • Sadia Khan
  • Dr. SARAH ANJUM Karachi University Business School, University of Karachi

Palavras-chave:

Electronic word of mouth, Information acceptance model, Information adoption model, Social ties, Theory of Reasoned Action

Resumo

Contemporary social media platforms have produced beneficial opportunities for electronic word-of-mouth (eWOM) information. Everyone is discussing online products and services with their acquaintances on social media these days. This study investigates how communication on social media affects consumers’ inclinations to make purchases. To achieve this, a conceptual framework was created based on the integration of the Information Adoption Model (IAM) and components of the Theory of Reasoned Action (TRA). The Information Acceptance Model (IACM) was adopted for this research by adding a new variable, social tie as a moderator. The objective of this study is also to know the impact of social ties on the Information Acceptance Model (IACM). A new model based on a survey of 250 young adults who use social media websites, was validated by structural equation modelling (SEM). The results show that the main characteristics of eWOM in social media that affect customer purchase intentions are information quality, credibility, usefulness and adoption, and information needs and attitudes. Contemporary social ties have a significant impact on all the dependent variables in the conceptual framework. Discussions of theoretical and practical ramifications and suggestions for further study are included.

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Arquivos adicionais

Publicado

2023-06-30

Como Citar

Khan, S., & ANJUM , D. S. . (2023). Influence of Ewom in Social Media on Purchase Intention of Pakistani Young Adults with Moderating Role of Social Ties. "Journal of World Research", 3(1), 12–22. Recuperado de https://jwr.bwo-researches.com/index.php/jwr/article/view/39

Edição

v. 3 n. 1 (2023): The Journal of World Research on Culture

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Articles

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