Exploring the Impact of E-WOM Information via Social Media on Customer Purchasing Decision: A Mediating Role of Customer Satisfaction

The study investigates the impact of E-WOM information on purchasing decisions, using customer satisfaction as a mediator. It examines E-WOM information as independent variables, such as quality, quantity, and credibility, and as dependent variables, such as consumer satisfaction and purchasing decisions, with customer satisfaction serving as a mediator to investigate the relationship between E-WOM information and purchasing decisions. A questionnaire was issued to 307 social media-active clients, and the hypotheses were tested using quantitative methods. Data analysis comprised descriptive statistics, Cronbach's alpha, skewness and kurtosis, and Pearson correlation coefficient, as well as a fit model for measuring questionnaire reliability and validity, regression for sub-hypotheses, and a path model for evaluating main hypotheses. The findings revealed that all three dimensions of E-WOM information had a positive impact on customer satisfaction and purchase decisions, both individually and jointly. Customer satisfaction has a positive influence on purchasing decisions. Furthermore, E-WOM information has been shown to positively impact purchasing decisions via consumer satisfaction. The study suggests that organizations should understand the dimensions that impact customer satisfaction and purchasing decisions in order to fulfill their goals, remain ahead of the competition, and obtain a competitive advantage. Proper tracking of social media reviews, comments, and recommendations may help organizations deliver answers, increase customer satisfaction, and aid in making purchasing decisions