Do We Need Social eWOM to Bring Up Brand Attitude and Purchase Intention?

Authors

  • Nala Puspita Murti Universitas Muhammadiyah Surakarta
  • Anton Agus Setyawan Universitas Muhammadiyah Surakarta

DOI:

https://doi.org/10.37385/msej.v5i2.4816

Keywords:

Electronic Word Of Mouth (eWOM), Brand Attitude, Purchase Intention

Abstract

This study aims to analyze the positive impact of electronic Word of Mouth (eWOM) on brand attitude and purchase intention of Luxcrime cosmetic products on the Shopee e-commerce platform in Surakarta. It is targeted towards students and university students in Surakarta who are interested in cosmetic products and are engaged in purchasing and eWOM activities through e-commerce platforms. This research employs a non-probability method (purposive sampling), and data collection is conducted using a survey method. The structural equation model is utilized to examine the study data and hypotheses. The study reveals that eWOM significantly influences brand attitude but not purchase intention, and that brand attitude strongly affects purchase intention. The study suggests that e-commerce platforms should establish brand communities and utilize social media marketing to enhance brand awareness and engagement. Additionally, it recommends future research to incorporate the impact of promotions on purchase intention.

References

Bambauer-Sachse, & Mangold. (2011). Dilusi ekuitas merek melalui komunikasi negatif dari mulut ke mulut online. Journal of Retailing and Consumer Services, 18, 38–45.

Chevalier, & Mayzlin. (2006). Pengaruh dari mulut ke mulut pada penjualan: resensi buku online. Journal of Marketing Research, 43(3), 345–354.

Devianti, R., & Irwansyah, I. (2020). Electronic Word of Mouth as a Marketing Communication Tool Agains Brand Attitudes and Purchase Intention. Proceedings of the Proceedings of the 1st Padjadjaran Communication Conference Series, PCCS 2019, 9 October 2019, Bandung, West Java, Indonesia. https://doi.org/10.4108/eai.9-10-2019.2291098

Hidayat, A. (2021). Role of Electronic Word of Mouth and Social Media Marketing on Brand Image and Purchase Intention toward E-Commerce Cosmetic Products. Archives of Business Research, 9(10), 178–191. https://doi.org/10.14738/abr.910.11025

Hong, S., & Park, H. S. (2012). Computer-mediated persuasion in online reviews: Statistical versus narrative evidence. Computers in Human Behavior, 28(3), 906–919. https://doi.org/10.1016/j.chb.2011.12.011

Hu, X., Ha, L., Mo, S., & Xu, Y. (2014). WHO ARE FANS OF FACEBOOK FAN PAGES? AN ELECTRONIC WORD-OF-MOUTH COMMUNICATION PERSPECTIVE. International Journal of Cyber Society and Education, 7(2), 125–146. https://doi.org/10.7903/ijcse.1156

Jeong, H.-J., & Koo, D.-M. (2015). Combined effects of valence and attributes of e-WOM on consumer judgment for message and product. Internet Research, 25(1), 2–29. https://doi.org/10.1108/IntR-09-2013-0199

Keller, E., & Berry, J. (2004). The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy. Journal of Product & Brand Management, 13(5), 371–372. https://doi.org/10.1108/10610420410554449

Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161

Lane, V., & Jacobson, R. (1995). Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity. Journal of Marketing, 59(1), 63–77. https://doi.org/10.1177/002224299505900106

Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302

Schivinski, B., & Dabrowski, D. (2014). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 9(1), 1–26.

Verma, S., & Yadav, N. (2021). Past, Present, and Future of Electronic Word of Mouth (EWOM). Journal of Interactive Marketing, 53, 111–128. https://doi.org/10.1016/j.intmar.2020.07.001

Downloads

Published

2024-11-19

How to Cite

Murti, N. P., & Setyawan, A. A. (2024). Do We Need Social eWOM to Bring Up Brand Attitude and Purchase Intention? . Management Studies and Entrepreneurship Journal (MSEJ), 5(2), 4875–4888. https://doi.org/10.37385/msej.v5i2.4816