IDEAS home Printed from https://ideas.repec.org/a/ids/ijbfmi/v4y2018i3p339-352.html
   My bibliography  Save this article

Exploring social media users' behaviour based on electronic word-of-mouth: a multivariate analysis

Author

Listed:
  • Sita Mishra

Abstract

Today, the advent and adoption of social media changed the way brands and consumers interact. Social media enable consumers to have more influence on the products and services that marketers create to meet their needs. Therefore, to explore attitude of Indian consumers' behaviour to affiliate with brands and engage in eWOM, this study carried out a survey of 181 social media users. Results of the study identified three factors-interpersonal influence, trust and endangerment that facilitate eWOM behaviour. Further, the study established the relationship between brand affiliation factors and purchase intention of social media users. The present study is the first research in India which performed segmentation of eWOM users.

Suggested Citation

  • Sita Mishra, 2018. "Exploring social media users' behaviour based on electronic word-of-mouth: a multivariate analysis," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 4(3), pages 339-352.
    • Handle: RePEc:ids:ijbfmi:v:4:y:2018:i:3:p:339-352
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=92790
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbfmi:v:4:y:2018:i:3:p:339-352. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=156 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.