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Influence of electronic word of mouth during consumer buying decisions in South Africa

Author

Listed:
  • Faith Tinonetsana

    (Durban University of Technology, South Africa)

  • Veena P. Rawjee

    (Durban University of Technology, South Africa)

  • Jeevarathnam P. Govender

    (Durban University of Technology, South Africa)

Abstract

This study explored the influence of electronic word-of-mouth (e-WOM) on the online purchasing behaviour of Generation Z and Millennial students in South Africa, specifically identifying key e-WOM factors influencing consumer decisions and examining the role of demographic differences in shaping these behaviours. A quantitative, cross-sectional survey was conducted with 288 students and lecturers from Durban University of Technology. Data analysis was performed using SPSS software and regression analysis to examine the causal relationships between e-WOM factors and consumer buying behaviour. Key findings indicate that e-WOM significantly influences consumer buying behaviour, with factors such as e-WOM volume, e-WOM adoption and usage emerging as strong predictors. The influence of e-WOM was consistent across age groups and gender. The consistent influence of e-WOM on both Generation Z and Millennials, regardless of gender, suggests that unified e-WOM strategies can be developed for these generational cohorts, resulting in more efficient and cost-effective marketing campaigns. Based on these findings, digital marketers must focus on increasing the volume of e-WOM, particularly by encouraging customer reviews and enhancing social media engagement and leveraging user-generated content. Businesses can benefit from these approaches by enhancing brand trust, improving consumer decision-making and ultimately driving sales performance. Future studies could incorporate a mixed methods approach to provide a more comprehensive understanding of the phenomenon. Key Words:consumer behaviour, Electronic word of mouth

Suggested Citation

  • Faith Tinonetsana & Veena P. Rawjee & Jeevarathnam P. Govender, 2025. "Influence of electronic word of mouth during consumer buying decisions in South Africa," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 7(2), pages 43-52, April.
    • Handle: RePEc:adi:ijbess:v:7:y:2025:i:2:p:43-52
    DOI: 10.36096/ijbes.v7i2.752
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    References listed on IDEAS

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    1. Elvira Ismagilova & Emma L. Slade & Nripendra P. Rana & Yogesh K. Dwivedi, 2020. "The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis," Information Systems Frontiers, Springer, vol. 22(5), pages 1203-1226, October.
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