IDEAS home Printed from https://ideas.repec.org/a/eme/mrrpps/mrr-04-2017-0128.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/MRR-04-2017-0128/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.emerald.com/insight/content/doi/10.1108/MRR-04-2017-0128/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1108/MRR-04-2017-0128?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.

    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:eme:mrrpps:mrr-04-2017-0128. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Emerald Support (email available below). General contact details of provider: .

    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.