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The Philosophy of Electronic Word of Mouth and Consumer Buying Behavior in Modern Era

Author

Listed:
  • Arslan Rafi

    (National Defence University, Islamabad, Pakistan)

  • Ali Junaid Khan

    (Institute of Business Management & Administrative Sciences, The Islamia University of Bahawalpur, Pakistan)

  • Shahzad Ali Gill

    (Department of Public Administration, The Islamia University of Bahawalpur, Pakistan)

  • Muhammad Imdadullah

    (Assistant Professor of Management Sciences, School of Economics, Bahauddin Zakariya University, Multan, Pakistan)

Abstract

Electronic word of mouth (eWoM) is gaining a lot of importance during this era of digitalization. The aim of this study is to explore how different dimensions of eWoM are translated through the biases that are a component of each individual consumer’s mindset and psychology, eventually resulting in a positive or negative purchase behavior by the consumer. There has been a lot of literature related to the basic model of communication in a marketing context. In most of the studies of the communication model, the characteristics of the sender and the channel have been explored, but the receiver dynamics still remain a relatively less explored area of the marketing communication literature. Data was collected through a Google Doc-based questionnaire. An encouraging response of 81% was received from the respondents. Before examining the final procedures of analysis, reliability and validity are established through Cronbach’s Alpha, discriminant and convergent validities. Results show that eWoM has a strong impact on consumer buying behavior. Lastly, our results indicate that consumer bias moderates the relationship between eWoM and consumer buying behaviours. There are several practical implications of this research study. Brands must practice marketing strategies that enable value creation, which ultimately results in positive eWoM.

Suggested Citation

  • Arslan Rafi & Ali Junaid Khan & Shahzad Ali Gill & Muhammad Imdadullah, 2021. "The Philosophy of Electronic Word of Mouth and Consumer Buying Behavior in Modern Era," iRASD Journal of Economics, International Research Alliance for Sustainable Development (iRASD), vol. 3(3), pages 402-411, December.
    • Handle: RePEc:ani:irdjoe:v:3:y:2021:i:3:p:402-411
    DOI: 10.52131/joe.2021.0303.0054
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    References listed on IDEAS

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    1. Felix van de Sand & Anna-Katharina Frison & Pamela Zotz & Andreas Riener & Katharina Holl, 2020. "User Experience Is Brand Experience," Management for Professionals, Springer, number 978-3-030-29868-5, December.
    2. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    3. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    4. Felix Sand & Anna-Katharina Frison & Pamela Zotz & Andreas Riener & Katharina Holl, 2020. "The Role of Information Processing for Product Perception," Management for Professionals, in: User Experience Is Brand Experience, chapter 2, pages 17-35, Springer.
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