The purpose of the research was to understand the role of spreading eWOM by
incorporating SNS as a mode of communication. Over the past years, the SNS has
been considered a reckoning force within the communication industry. It can be
accessed through desktops, laptops, tablets and even smart watches. Due to the
misunderstandings surrounding the perception regarding the purpose of eWOM in
SNS based on the purchase intentions as well as the key antecedents, the
research was conducted with the aim of understanding the consumption related
activities that are associated with SNS. The goal of the study is to
investigate the effects of the three antecedents of word of mouth based on SNS
domain. It also examines the intentions attributed towards the purchase of SNS.
The focus of the study is primarily on the three factors, which include the
involvement of SNS as a risk-taking and self-reliant mechanism, purchase
intentions, and as antecedents of eWOM.
identifies the hypothesis that support the research objectives. The Elaboration
Likelihood Model was used to show the relationship between outcomes of eWOM and
H1: eWOM is more effective when the
message originates from other SNS users rather than advertisers. Company
controlled channels are less influential when compared to SNS. Therefore,
clients highly involved in SNS are more likely to engage in using eWOM on SNS
thereby increasing the chances of purchase intentions (p. 112).
H2: Self-reliance users are less
concerned about fitting in norms that fit a particular group. There is an
immediate reward platform offered by SNS for people who are self-reliant when
engaging in eWOM. Therefore, consumers that are self-reliant tend to take risks
in both offline and online environments. They are also more likely to visit SNS
sites and search for better ideas and products that interest them (p. 113).
H3: Risk-takers are quite distinct
from other types of clients who include market enthusiasts and opinion leaders.
Innovators adopt products at an early stage as compared to the rest. Provided
risk takers are open to conceptualizing new ideas, SNS risk taking users are
likely to respond positively to unidentified messages from unknown sources.
They would be on the lookout for different concepts. Therefore, SNS provides
different information and some may be tricky while some are not.
The research question integrates tendencies to risk taking, SNS involvement
What are the influence of the risk
taking tendencies, SNS involvement and self-reliance towards the evaluation of
a message received via SNS?
Sampling method was used in this research. The sample size incorporated 260
participants. 13 respondents were removed due to time constraints. The final
sample size included 45 percent male and 55 percent female. In terms of SNS usage,
20 percent used Twitter, 55 percent used Facebook, and the respondents had one
of these SNS accounts.
participants comprised of students found within the larger metropolitan
university located in the southwestern part of America. The student sample
population was appropriate since young audiences are more inclined towards the
use of SNS as compared to other forms of digital media.
questions answered include the involvement in social media, the usage of social
media platforms, and the participation in eWOM, self-reliance, risk taking and
SNS behavior. The respondents additionally answered questions relating to
social media, purchase intention as well as demographics surrounding its use.
study extends human perception towards the effectiveness and influence of eWOM,
and its potential influence towards influencing the choices of consumers.
However, the research does not explain fully the association between
self-reliance and the eWOM. It additionally does not expound on the
relationship that exists between risk taking consumers and the eWOM. Since risk
taking is related to product purchase, there is no form of link between eWOM
and product purchase.
Alhidari, A., Iyer, P., & Paswan, A.
(2015). Personal Level Antecedents of Ewom and Purchase Intention, On Social
Networking Sites. Journal of Customer Behavior, 14(2),
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