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Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs)

Author

Listed:
  • Sambashiva Rao Kunja
  • Acharyulu GVRK

Abstract

Purpose - The purpose of the study was to investigate the effect of electronic word of mouth (eWOM) on the value co-creation (VCC) and purchase intentions of consumers in Facebook fan pages of smartphone brands in India. Design/methodology/approach - The data were collected using a structured questionnaire from a sample of 762 members from India present in the selected fan pages of smartphone brands in Facebook, and the data were analyzed through structural equation modeling. Findings - This empirical study revealed a positive relationship among the three variables and provided new insights after analyzing the collected data. There was clear evidence of VCC being partially mediated by eWOM and purchase intention. Research limitations/implications - The perspective of the study was to validate the proposed conceptual model by considering members’ perception of the product, as put forth on Facebook fan pages. The methods used in this study could be adapted to conduct further studies on other social networking sites like Instagram and Twitter. Originality/value - The study contributes to the existing literature of eWOM, VCC and consumer behavior in social networking sites, and our findings will help marketers to develop a new method of disseminating product information to and within India through social networking sites.

Suggested Citation

  • Sambashiva Rao Kunja & Acharyulu GVRK, 2018. "Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs)," Management Research Review, Emerald Group Publishing Limited, vol. 43(3), pages 245-269, March.
    • Handle: RePEc:eme:mrrpps:mrr-04-2017-0128
    DOI: 10.1108/MRR-04-2017-0128
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    Citations

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    Cited by:

    1. Sangjae Lee & Kun Chang Lee & Joon Yeon Choeh, 2020. "Using Bayesian Network to Predict Online Review Helpfulness," Sustainability, MDPI, vol. 12(17), pages 1-17, August.
    2. Brzozowska-Woś Magdalena & Schivinski Bruno, 2019. "The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 27(3), pages 2-27, September.
    3. Zia, Syeda Hamna & Muneer, Naima & Siddiqui, Amna & Huda, Rozmeen, 2022. "The Impact of Perceived Social Media Activities On Consumer-Based Brand Equity: A Perspective from Emerging Economy," MPRA Paper 112346, University Library of Munich, Germany.
    4. Sangjae Lee & Joon Yeon Choeh, 2020. "Using the Social Influence of Electronic Word-of-Mouth for Predicting Product Sales: The Moderating Effect of Review or Reviewer Helpfulness and Product Type," Sustainability, MDPI, vol. 12(19), pages 1-18, September.
    5. Farzin Arbabi & Seyed Mohammad Khansari & Aidin Salamzadeh & Abbas Gholampour & Pejman Ebrahimi & Maria Fekete-Farkas, 2022. "Social Networks Marketing, Value Co-Creation, and Consumer Purchase Behavior: Combining PLS-SEM and NCA," JRFM, MDPI, vol. 15(10), pages 1-21, September.

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