Influence of Electronic Word of Mouth on Purchase Intention of Fashion Products on Social Networking Websites
The growth of social networking sites has changed the living style of people around the globe and it has also become an important tool for marketers. This growth has also emerged electronic word of mouth that significantly shapes the purchase intention of consumers. This study investigates the ou...
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| Format: | Article |
| Language: | English |
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Johar Education Society
2017-08-01
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| Series: | Pakistan Journal of Commerce and Social Sciences |
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| Online Access: | http://www.jespk.net/publications/384.pdf |
| Summary: | The growth of social networking sites has changed the living style of people around the
globe and it has also become an important tool for marketers. This growth has also
emerged electronic word of mouth that significantly shapes the purchase intention of
consumers. This study investigates the outcome of electronic word of mouth on purchase
intention of Facebook users. It also identifies the major factors influencing the electronic
word of mouth to buy fashion products. A survey was conducted to collect data from 503
Facebook users. Data collected through questionnaire was empirically analyzed using
SPSS Process macro developed by Hayes and Preacher (2014). The findings confirm the
electronic word of mouth is an effective factor influencing purchase intention of fashion
brands. The findings also confirm the role of homophily, trustworthiness, expertness,
informational influence and high fashion involvement as major factors influencing
electronic word of mouth. Findings from the study help to assist the companies that use
social networking sites like Facebook for promotion of their products in targeting the
factors that have major influence on purchase intention of fashion products. |
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| ISSN: | 1997-8553 2309-8619 |