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The Impact of eWOM in Social Media on Consumer Purchase Decisions: A Comparative Study between Romanian and Bosnian Consumers

Author

Listed:
  • Mersid POTURAK

    (International Burch University, Sarajevo, Bosnia and Herzegovina)

  • Merve TURKYILMAZ

    (International Burch University, Sarajevo, Bosnia and Herzegovina)

Abstract

Marketers define their social media platform as an essential piece to reach their consumers. The flock of web users turning to social media to receive and convey their thoughts, opinions, and suggestions has made social media an integral part of digital marketing. Using traditional media to advertise had restrictions in placement and outcome while, nowadays, social media has liberated this obstacle. It has created a platform which allows information to spread freely and at a fast pace. Using electronic word-of-mouth in social media permits a constant connection to a vast audience. The purpose of this study is to explore the effect of electronic word-of-mouth within the context of social media on consumer purchase decisions. More precisely, how the familiarity of the Electronic Word of Mouth (eWOM) source, the way of communication, writer's expertise and the popularity of a product affects the consumer's purchase decision. The data has been gathered using quantitative research method. The sample consists of students studying in Sarajevo and Timisoara. Having sample from two different countries would be good base for comparative analysis. The survey for data analysis was emailed to students' email addresses. The results of the analysis will provide a comparison between the universities and the level of impact eWOM in social media has on their purchase decisions.

Suggested Citation

  • Mersid POTURAK & Merve TURKYILMAZ, 2018. "The Impact of eWOM in Social Media on Consumer Purchase Decisions: A Comparative Study between Romanian and Bosnian Consumers," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 3(2), pages 138-160, December.
    • Handle: RePEc:rom:merase:v:3:y:2018:i:2:p:138-160
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    References listed on IDEAS

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    1. Rohit Aggarwal & Ram Gopal & Alok Gupta & Harpreet Singh, 2012. "Putting Money Where the Mouths Are: The Relation Between Venture Financing and Electronic Word-of-Mouth," Information Systems Research, INFORMS, vol. 23(3-part-2), pages 976-992, September.
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    Cited by:

    1. Manaf Al-Okaily & Abdul Rahman Al Natour & Farah Shishan & Ahmed Al-Dmour & Rasha Alghazzawi & Malek Alsharairi, 2021. "Sustainable FinTech Innovation Orientation: A Moderated Model," Sustainability, MDPI, vol. 13(24), pages 1-11, December.

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    More about this item

    Keywords

    electronic word-of-mouth; social media; digital marketing; purchase decision.;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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