IDEAS home Printed from https://ideas.repec.org/a/ani/irdjoe/v3y2021i3p402-411.html
   My bibliography  Save this article

The Philosophy of Electronic Word of Mouth and Consumer Buying Behavior in Modern Era

Author

Listed:
  • Arslan Rafi

    (National Defence University, Islamabad, Pakistan)

  • Ali Junaid Khan

    (Institute of Business Management & Administrative Sciences, The Islamia University of Bahawalpur, Pakistan)

  • Shahzad Ali Gill

    (Department of Public Administration, The Islamia University of Bahawalpur, Pakistan)

  • Muhammad Imdadullah

    (Assistant Professor of Management Sciences, School of Economics, Bahauddin Zakariya University, Multan, Pakistan)

Abstract

Electronic word of mouth (eWoM) is gaining a lot of importance during this era of digitalization. The aim of this study is to explore how different dimensions of eWoM are translated through the biases that are a component of each individual consumer’s mindset and psychology, eventually resulting in a positive or negative purchase behavior by the consumer. There has been a lot of literature related to the basic model of communication in a marketing context. In most of the studies of the communication model, the characteristics of the sender and the channel have been explored, but the receiver dynamics still remain a relatively less explored area of the marketing communication literature. Data was collected through a Google Doc-based questionnaire. An encouraging response of 81% was received from the respondents. Before examining the final procedures of analysis, reliability and validity are established through Cronbach’s Alpha, discriminant and convergent validities. Results show that eWoM has a strong impact on consumer buying behavior. Lastly, our results indicate that consumer bias moderates the relationship between eWoM and consumer buying behaviours. There are several practical implications of this research study. Brands must practice marketing strategies that enable value creation, which ultimately results in positive eWoM.

Suggested Citation

  • Arslan Rafi & Ali Junaid Khan & Shahzad Ali Gill & Muhammad Imdadullah, 2021. "The Philosophy of Electronic Word of Mouth and Consumer Buying Behavior in Modern Era," iRASD Journal of Economics, International Research Alliance for Sustainable Development (iRASD), vol. 3(3), pages 402-411, December.
    • Handle: RePEc:ani:irdjoe:v:3:y:2021:i:3:p:402-411
    DOI: 10.52131/joe.2021.0303.0054
    as

    Download full text from publisher

    File URL: https://journals.internationalrasd.org/index.php/joe/article/view/562/320
    Download Restriction: no
    File URL: https://journals.internationalrasd.org/index.php/joe/article/view/562
    Download Restriction: no
    File URL: https://libkey.io/10.52131/joe.2021.0303.0054?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Felix van de Sand & Anna-Katharina Frison & Pamela Zotz & Andreas Riener & Katharina Holl, 2020. "User Experience Is Brand Experience," Management for Professionals, Springer, number 978-3-030-29868-5, December.
    2. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    3. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    4. Felix Sand & Anna-Katharina Frison & Pamela Zotz & Andreas Riener & Katharina Holl, 2020. "The Role of Information Processing for Product Perception," Management for Professionals, in: User Experience Is Brand Experience, chapter 2, pages 17-35, Springer.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fang, Mingyue & Nie, Huihua & Shen, Xinyi, 2023. "Can enterprise digitization improve ESG performance?," Economic Modelling, Elsevier, vol. 118(C).
    2. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    3. Hui, Xiang & Klein, Tobias & Stahl, Konrad, 2022. "Learning from Online Ratings," CEPR Discussion Papers 17006, C.E.P.R. Discussion Papers.
    4. Edgardo Arturo Ayala Gaytán, 2009. "Social network externalities and price dispersion in online markets," Ensayos Revista de Economia, Universidad Autonoma de Nuevo Leon, Facultad de Economia, vol. 0(2), pages 1-28, November.
    5. Chrysanthos Dellarocas & Charles A. Wood, 2008. "The Sound of Silence in Online Feedback: Estimating Trading Risks in the Presence of Reporting Bias," Management Science, INFORMS, vol. 54(3), pages 460-476, March.
    6. Ravi Bapna & Chrysanthos Dellarocas & Sarah Rice, 2010. "Vertically Differentiated Simultaneous Vickrey Auctions: Theory and Experimental Evidence," Management Science, INFORMS, vol. 56(7), pages 1074-1092, July.
    7. Liuan Wang & Lu (Lucy) Yan & Tongxin Zhou & Xitong Guo & Gregory R. Heim, 2020. "Understanding Physicians’ Online-Offline Behavior Dynamics: An Empirical Study," Information Systems Research, INFORMS, vol. 31(2), pages 537-555, June.
    8. Tobias Gesche, 2022. "Reference‐price shifts and customer antagonism: Evidence from reviews for online auctions," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(3), pages 558-578, August.
    9. Nan Yang & Renyu Zhang, 2022. "Dynamic pricing and inventory management in the presence of online reviews," Production and Operations Management, Production and Operations Management Society, vol. 31(8), pages 3180-3197, August.
    10. Gary E. Bolton & Elena Katok & Axel Ockenfels, 2004. "How Effective Are Electronic Reputation Mechanisms? An Experimental Investigation," Management Science, INFORMS, vol. 50(11), pages 1587-1602, November.
    11. Kenju Kamei & Louis Putterman, 2018. "Reputation Transmission Without Benefit To The Reporter: A Behavioral Underpinning Of Markets In Experimental Focus," Economic Inquiry, Western Economic Association International, vol. 56(1), pages 158-172, January.
    12. Heyes, Anthony & Kapur, Sandeep, 2012. "Angry customers, e-word-of-mouth and incentives for quality provision," Journal of Economic Behavior & Organization, Elsevier, vol. 84(3), pages 813-828.
    13. Nuria Huete-Alcocer & Miguel Ángel Valero-Tévar, 2021. "Impact of Information Sources on Promoting Tourism in a Rural Region: The Case of the Roman Villa of Noheda," Sustainability, MDPI, vol. 13(14), pages 1-23, July.
    14. Judy E. Scott & Dawn G. Gregg & Jae Hoon Choi, 2015. "Lemon complaints: When online auctions go sour," Information Systems Frontiers, Springer, vol. 17(1), pages 177-191, February.
    15. Andrew W. Bausch, 2014. "Evolving intergroup cooperation," Computational and Mathematical Organization Theory, Springer, vol. 20(4), pages 369-393, December.
    16. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    17. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    18. Alexia Gaudeul & Katharina Gangl & Oliver Kirchkamp & Louisa Kulke, 2024. "The impact of ethical feedback on moral emotions and managerial behavior: a labor market experiment," Jena Economics Research Papers 2024-002, Friedrich-Schiller-University Jena.
    19. Jeonghye Choi & David R. Bell & Leonard M. Lodish, 2012. "Traditional and IS-Enabled Customer Acquisition on the Internet," Management Science, INFORMS, vol. 58(4), pages 754-769, April.
    20. Rockenbach, Bettina & Sadrieh, Abdolkarim, 2012. "Sharing information," Journal of Economic Behavior & Organization, Elsevier, vol. 81(2), pages 689-698.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ani:irdjoe:v:3:y:2021:i:3:p:402-411. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Muhammad Abrar ul Haq (email available below). General contact details of provider: https://journals.internationalrasd.org/index.php/joe/index .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.