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Social eWOM: does it affect the brand attitude and purchase intention of brands?

机译：社交eWOM：是否会影响品牌的品牌态度和购买意图？

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Purpose - The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently, influences purchase intention of smartphones. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers' attitude towards the brand but also impacts their buying intentions. Design/methodology/approach - A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 311 respondents comprising users of Facebook. Findings - The research established that user-generated positive eWOM on social networking site, Facebook significantly influences brand attitude and purchase intention of consumer electronics. Research limitations/implications - The data set used for the study limits generalizing of results, as the data are not representative across industries or across all social media applications. The study provides a useful and interesting insight into the theory and practice of eWOM. It shows how social eWOM, an emerging communication tool, not only helps twenty-first century marketers in reaching customers, but how it also plays a vital role in affecting brand attitude and purchase intention of products. Originality/value - This paper provides useful and valuable insights into the relationship between social eWOM, brand attitude and purchase intention of consumer electronics, an area that largely remains unexplored. The study can also be replicated for other products or services for future research.
机译：目的-本文的目的是研究用户通过Facebook生成的正面社交电子口碑（eWOM）如何影响品牌态度，并因此影响智能手机的购买意愿。消费者（尤其是决策者）的消费方式在很大程度上受到网络上品牌的强大影响。 eWOM是网络产品评论的一种形式，不仅对消费者对品牌的态度产生广泛的影响，而且还会影响他们的购买意愿。设计/方法/方法-基于调查的实证研究旨在检验社交eWOM对品牌态度和消费者购买意愿的影响。使用从包括Facebook用户在内的311名受访者收集的数据中应用了结构方程模型（SEM）。研究结果表明，用户在社交网站Facebook上产生的积极的eWOM显着影响了消费类电子产品的品牌态度和购买意图。研究局限性/含义-用于研究的数据集限制了结果的概括性，因为该数据不能代表整个行业或所有社交媒体应用程序。该研究为eWOM的理论和实践提供了有用且有趣的见解。它显示了社交eWOM（一种新兴的沟通工具）如何不仅帮助二十一世纪的营销商吸引客户，而且如何在影响品牌态度和产品购买意图方面发挥着至关重要的作用。原创性/价值-本文提供了有用的和有价值的见解，以了解社交eWOM，品牌态度和消费电子产品的购买意图之间的关系，而这一领域在很大程度上尚待探索。该研究还可以复制其他产品或服务，以用于将来的研究。

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