Proposal Title
Exploring the effect of Electronic Word of Mouth through social media on Buying Intentions
Abstract
The research has selected a unique topic in light of the emerging importance of social media in business. Organizations have been using social media in their functions, including finance, human resource management, and marketing. The purpose is to propose research in the field of marketing and social media. However, a study may not take place by taking its vast aspect. Therefore, from marketing literature, the variable of buying intentions has been taken. From the social media literature, electronic word of mouth has been taken. Buying intentions have been the topic of interest in business research for decades, but recent changes in technology have changed its dynamics. Besides, word of mouth is also a highly researched topic, but research on electronic word of mouth is emerging. Detailed background on this topic has revealed that there is a need for research. The topic of electronic word of mouth is new, and it has plenty of room for research. Its importance and relevance to the practice field are above any doubt. Rationale and objectives have defined how the study would take its course. As it is the proposed research, therefore, a practical aspect of the study becomes essential.
For conducting a study, there is a need for a methodology. A quantitative research methodology is suitable for the nature of this research. Contributions and the timeline of the research have also been included. Each activity has covered time weekly that makes it doable. The study has practical implications in the marketing field that can benefit from electronic word of mouth that has increased in importance through social media. This proposal recommends conducting the research by having its practical aspects in mind. As a result, the marketing field can get maximum benefits.
Introduction
The marketing field has experienced changes over time because it has to relate to the changing nature of buyers’ preferences. Their expectations and demands vary substantially over time. Different factors affect them, and technology has turned out to be the most important. In recent years, the rise of social media has revolutionized the way marketing discipline works. The proposed research has taken the perspective of technology where word of mouth has taken a new shape. Social media has been practically affecting marketing practices and functions. Traditionally researched terminologies have new meanings. The change of word of mouth into the electronic word of mouth is an example. Marketers and organizations have been facing a changed perspective of word of mouth. It is going to be electronic amid the emergence of Facebook and Twitter. Users spread their experiences and expectations after they purchase products and services. As a result, their buying intentions finally get shape. Therefore, the proposed research practically studies buying intentions under the effect of electronic word of mouth through social media [1].
Buying intentions lead to purchase decisions because a customer-first develops intentions to buy. It is the first stage in the buying decision-making process. Word of mouth has a direct and positive relationship with developing buying intentions. However, the proposed study takes the relationship through social media. It is the reason why word of mouth has changed to be an electronic word of mouth. It has broadened the scope of the research topic and made it highly contemporary and relevant to businesses. Organizations can explore new opportunities after understanding the change in the relationship, and the marketing field can contribute effectively. The proposed research would bring the marketing field at the driving seat that can guide today’s businesses to new realities and opportunities. As a result, the research would benefit the marketing field overwhelmingly [2].
Outline of the Proposed Research
The outline of the proposed research has the following sections. These sections include background, purpose, and rationale. These sections help understand the pattern of the study being proposed. The background of the proposed research calls for looking into past research studies. It helps to understand the topic in the current literature. Then, this background relates to the purpose that is behind the research. The rationale would define why the study has been chosen to be done and how it is going to be conducted.
Background
The rise of social media has increased the level of interactions and communication between people. They interact and share information [3]. Interaction and communication take place in routine and typical life scenarios, but social media has increased the level and scale of interaction. This interaction leads to the emergence of the company that is called word of mouth. It increases the possibility of higher sales because people follow others in their buying intentions [2]. There is a rich literature on word of mouth and its positive impact on marketing and buying intentions [4].
In light of the growing popularity and use of social media, the shape of word of mouth has changed because it has become electronic. Especially, twitter and trends running on this social media platform lead to form the buying intentions of customers [5]. eWOM is the terminology that has come into being in light of the activities of users on twitter [1]. A similar pattern is also there on Facebook, which is another influential social media platform. It shows that there is little information on electronic word of mouth, and this area requires research [6].
Facebook posts and twitter trends act as word of mouth, and they are classified as electronic word of mouth [7]. Their impact on buying intentions is positive as some research studies have found this impact. However, there is room for more research in this area as social media is a new phenomenon. Its impact on marketing practices and buying intentions are worth conducting research [8].
Purpose of the Research
The purpose has its foundations in the above background. Social media has been affecting every segment and aspect of life. Businesses and organizations have been facing effects of it. However, the discussion has moved further from merely discussing the impacts of social media. It involves a specific aspect of it on an organization or element of a business. Electronic word of mouth may be a new concept in the domain of social media, and it covers a particular aspect of it. Therefore, the purpose of the research is to look into this aspect of social media correctly. Moreover, marketing also has many elements, and buying intentions is one of these marketing aspects. Therefore, the purpose is to focus on buying intentions of buyers exclusively.
The goals of the proposed research include studying the impact of eWOM on customers’ buying intentions. For serving this goal, the objective of the research involves studying eWOM. Is further relates to which social media platforms create electronic word of mouth. Then, the goal is to note how buying intentions get affected by it.
Rationale
The rationale of the research is self-explanatory in light of the above goals and purpose of the research. Social media have unveiled many aspects, and electronic word of mouth is one of them. It is not useful to study the whole social media because it is a vast field. Therefore, the concentration of this research is only in one aspect. Moreover, buying intentions is an essential concept in marketing, and it has high importance in the marketing discipline. It is the reason why this research is going to be finalized.
The Topic and Central Research Question of the Study
The research topic is the impact of electronic word of mouth through social media on the customers’ buying intentions. The research topic has two main variables. eWOM is the independent variable, and buying intentions is the dependent variable. The term, through social media, means that electronic word of mouth is possible through social media. The topic is helpful for marketing and organizations focused on marketing. It can open new avenues of growth for organizations. They can now have control over word of mouth come into being electronic. The central research question in the study is as follows:
How does the electronic word of mouth through social media effect on buying intentions of customers?
The above central research question shapes the whole research. It states how the effect of electronic word of mouth happens to the buying intentions of customers. There might be other aspects of the question as well. For instance, the research may investigate why there is an impact, or under what factors there is the impact. These aspects of electronic word of mouth have been ignored. So, the only focus is on how there is an impact.
Methodological Approach
Methodological approaches are of two types, generally. These are Interpretivism and positivism. There is another approach that is mixed between these two approaches. Characteristics of these methodological approaches are essential to know before selecting the appropriate one for this research.
Interpretivism is the methodological approach that uses qualitative data. It gathers data and information through secondary sources. In case it collects data through primary sources, it is detailed and uses interviews and other detail-oriented collection methods. It gives plenty of information for research, and therefore, one can recommend and get benefits through this methodological approach extensively. However, the results of this methodological approach do not apply to all situations or circumstances.
On the other hand, there is positivism, a methodological approach that uses quantitative research methods. It gathers data from participants of the study as they usually respond to a set of questions. Questionnaire or close-ended questions are the data collection instruments in this methodological approach. The strength of this methodological approach is that its results have general application. Therefore, the research is useful for various contexts and study backgrounds [9].
This proposed research uses a positivism methodological approach. Under this approach, the study would gather data from respondents through a questionnaire. The application of statistical tests would help get generalized results from it. As a result, the investigation would be beneficial for marketing discipline and the ways through which it can get help from social media.
Research Design
A suitable and appropriate research methodology is positivism, and it relates to quantitative research methods. Within this methodological approach, there are various research designs. These may include research designs of descriptive, experimental, correlation-based, diagnostic, and explanatory perspectives. Among these research designs, two research designs seem appropriate in the context of this research. Before choosing one, informative analysis of both may be helpful.
Experimental research design is practical that seeks the relationship of one variable on the other. It applies to the link where one independent variable affects a dependent variable. Therefore, it finds a new fact or evidence by studying the two variables. Experimental research design is popular in findings unique aspects in practical ways of life [10].
Correlation-based research design is also practical, where two closely related variables make part of the research. It sets the correlation between the two variables. However, it is non-experimental research design. It is also useful in practice.
However, this proposed research uses experimental research design. In this proposed research, electronic word of mouth is the independent variable that affects the dependent variable of buying intentions of customers. This design is practical and draws empirical results that can benefit businesses and organizations.
Contribution
The proposed research would contribute to practices and literature on the topic of marketing. Although the research has taken one aspect of the marketing field, it contributes to the marketing field on the whole. Studies for marketing about social media are abundant, and it is one of the most popular areas of research. This research contributes to the area of research related to social media as well. In this manner, social media and marketing are two broad research fields getting contributions from this research. Specific aspects of these two fields would help the literature and practice comprehensive and practically viable.
Apart from the broad fields of marketing and social media, specific research on buying intentions and electronic word of mouth would benefit from this study. It would provide practical benefits to marketing as marketers can focus on the buying intentions of customers. It is an attractive area of interest for marketers to affect buying intentions. They also get interested in factors leading to buying intentions. This proposed research gives them the knowledge of factors affecting buying intentions. Moreover, they also get the experience of how word of mouth gets a different shape electronically. In this context, this research concerns the field of study empirically and in terms of the literature.
Proposed Time Schedule
This proposed research needs nine weeks to complete and to get in a final shape. The following activities cover activities starting from proposal approval to the last copy of the study. Variation in these activities and their completion time may be possible.
Literature References
| [1] | Y Huang, C Basu, and M. K. Hsu, “Exploring motivations of travel knowledge sharing on social network sites: an empirical investigation of US college students. ,” Journal of Hospitality Marketing & Management, vol. 19, no. 7, pp. 717-734, 2010. |
| [2] | D Padgett and M. S. Mulvey, “Differentiation via technology: strategic positioning of services following the introduction of disruptive technology,” Journal of Retailing, vol. 83, no. 4, pp. 375-391, 2007. |
| [3] | Li-Chun Hsu, Wen-Hai Chih, and Dah-Kwei Liou, “Investigating community members’ eWOM effects in Facebook fan page,” Industrial Management & Data Systems, vol. 116, no. 5, pp. 978-1004, 2016. |
| [4] | Michael W Lever, Michael S. Mulvey, and Statia Elliot, “From hashtags to shopping bags: Measuring the rise of eWOM through social media and its impact on travelers’ shopping patterns,”. Travel and Tourism Research Association: Advancing Tourism Research Globally , vol. 12, pp. 1-7, 2017. |
| [5] | Seung-A Annie Jin and Joe Phua, “Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities,” Journal of Advertising, vol. 43, no. 2, pp. 181-195, 2014. |
| [6] | Yaeri Kim, Yookyung Park, Youseok Lee, and Kiwan Park, “Do we always adopt Facebook friends’ eWOM postings? The role of social identity and threat,” International Journal of Advertising , vol. 37, no. 1, pp. 86-104, 2018. |
| [7] | Patricia Martínez, Ángel Herrero, and María del Mar García-de los Salmones, “Determinants of eWOM on hospitality CSR issues. In Facebook we trust?,” Journal of Sustainable Tourism , pp. 1-19, 2020. |
| [8] | Jiyao Xun and Biao Guo, “Twitter as customer’s eWOM: an empirical study on their impact on firm financial performance,” Internet Research, vol. 27, no. 5, pp. 1014-1038, 2017. |
| [9] | Christian Fuchs, “From digital positivism and administrative big data analytics towards critical digital and social media research!,” European Journal of Communication, vol. 32, no. 1, pp. 37-49, 2017. |
| [10] | Jennifer B Ganz and Kevin M. Ayres, “Methodological standards in single-case experimental design: Raising the bar,” Research in developmental disabilities, vol. 79, pp. 3-9, 2018. |
