Diversified impact of electronic word-of-mouth (eWOM) on consumer communities: a developing country perspective

被引:0
|
作者
Wanigapura, T. M. [1 ]
Guruge, T. P. S. R. [1 ]
Kuruppu, I. V. [1 ]
Abeysiriwardana, P. C. [2 ]
机构
[1] Wayamba Univ Sri Lanka, Fac Agr & Plantat Management, Dept Agribusiness Management, Makandura, Gonawila NWP, Sri Lanka
[2] Minist Sci & Technol, Sethsiripaya Stage 1, Battaramulla, Sri Lanka
关键词
Consumer behavior; Electronic word-of-mouth; Online marketing; Social media; D71; M30; M31; M37; O33; SOCIAL MEDIA; COMMUNICATION; ENGAGEMENT; FUTURE;
D O I
10.1007/s40622-025-00420-8
中图分类号
C93 [管理学];
学科分类号
12 ; 1201 ; 1202 ; 120202 ;
摘要
The consumer online decision-making process is influenced by many factors, including electronic word-of-mouth (eWOM). Despite the development of digital marketing and social media, there remains a gap in the available literature regarding eWOM and its impact on consumer communities, particularly in developing country contexts. Only a few studies have been conducted on how eWOM influences purchasing intentions within the Sri Lankan community. Therefore, the objectives of this study were to assess the measures of eWOM and its impact on consumers, as well as the impact of sociodemographic characteristics on eWOM and consumer involvement in social networking. A conceptual framework for eWOM was developed on five measures and analyzed to evaluate consumer involvement in eWOM. Data were collected through an online survey, utilizing a structured questionnaire shared via email and social networks. The findings reveal that most Sri Lankans search for rates and reviews but rarely post their own, showing limited engagement in feedback loops. Sociodemographic characteristics significantly shape eWOM engagement, wherein unboxing videos are unpopular and expert and celebrity endorsements hold less influence. These insights suggest that effective internet marketing strategies for developing economies should account for sociodemographic variabilities and prioritize local reviews and micro-influencers over celebrity endorsements. The study's frameworks contribute to future research by making avenues for multiple theories to link with the evolving digital landscape and cross-country comparisons. The study recommends that businesses use tailored eWOM strategies, such as micro-influencers and community-based reviews, and highlights policy directives to bridge the digital divide, thereby enabling broader eWOM participation.
引用
收藏
页码:37 / 53
页数:17
相关论文
共 50 条
  • [31] Electronic word-of-mouth: a survey from an economics perspective
    Doi, Naoshi
    Hayakawa, Hitoshi
    INTERNATIONAL JOURNAL OF THE ECONOMICS OF BUSINESS, 2020, 27 (02) : 303 - 320
  • [32] Consumer arrogance and word-of-mouth
    Ayalla Ruvio
    Richard P. Bagozzi
    G. Tomas M. Hult
    Richard Spreng
    Journal of the Academy of Marketing Science, 2020, 48 : 1116 - 1137
  • [33] Using a consumer socialization framework to understand electronic word-of-mouth (eWOM) group membership among brand followers on Twitter
    Chu, Shu-Chuan
    Sung, Yongjun
    ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS, 2015, 14 (04) : 251 - 260
  • [34] The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites A consumer perspective
    Roy, Sanjit Kumar
    Lassar, Walfried M.
    Butaney, Gul T.
    EUROPEAN JOURNAL OF MARKETING, 2014, 48 (9-10) : 1828 - 1849
  • [35] The Electronic Word-of-Mouth (eWOM) Implications of Mainstream Channel Distribution and Sales by Niche Brands
    Hoskins, Jake D.
    Watts, Jameson K.
    JOURNAL OF INTERACTIVE MARKETING, 2022, 57 (04) : 614 - 628
  • [36] Revisiting the antecedent of electronic word-of-mouth (eWOM) during COVID-19 Pandemic
    Anshu Rani
    H. N. Shivaprasad
    DECISION, 2021, 48 : 419 - 432
  • [37] Social Capital and Electronic Word-Of-Mouth (eWOM) Effect Toward Online Purchase Intention
    Prasetio, Adhi
    Hurriyati, Ratih
    Sari, Puspita Kencana
    Sary, Fetty Poerwita
    ADVANCED SCIENCE LETTERS, 2017, 23 (11) : 10822 - 10825
  • [38] EFFECTS OF EWOM (ELECTRONIC WORD-OF-MOUTH) ON BEHAVIORAL INTENTIONS AMONG ZAKAT PAYERS IN MALAYSIA
    Amin, Nor Azizah Mohammad
    Abu Bakar, Norida
    Noor, Abd Halim Mohd
    3RD INTERNATIONAL CONFERENCE ON EDUCATION AND SOCIAL SCIENCES (INTCESS 2016), 2016, : 449 - 455
  • [39] Revisiting the antecedent of electronic word-of-mouth (eWOM) during COVID-19 Pandemic
    Rani, Anshu
    Shivaprasad, H. N.
    DECISION, 2021, 48 (04) : 419 - 432
  • [40] How electronic word of mouth (eWOM) shapes consumer social media shopping
    Beck, Brittany
    Koskie, Melanie Moore
    Locander, William
    JOURNAL OF CONSUMER MARKETING, 2023, 40 (07) : 1002 - 1016