Dissertation
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 conduct 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 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.
For conducting a study, there is a need for a methodology. A quantitative research methodology is suitable for the nature of this research. Findings of the research include positive relationship between the variables through social media. 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 research 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 to 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].
It is self-explanatory to note that electronic word of mouth is today’s reality. For example, Twitter trends and hashtags send a message and inspiration. Celebrities and notable personalities share their buying experiences. They may do so personally, or companies may hire them to share their experiences. It is a new form of opinion-making that is possible due to the electronic word of mouth. In case, personalities share their experiences, and it increases the worth of their purchasing behavior. In case companies run these campaigns, they are still effective. However, there is little research or research is in the emerging phase to establish that electronic word of mouth has an impact. Moreover, it is a common observation that companies develop hashtags for their products and services. As a result, people start engaging and get the opportunity to share their experiences. It helps understand the concept and function of electronic word of mouth.
The impact or positive effect of electronic word of mouth is easy to understand. It seems obvious that it has a positive impact. However, scientifically it needs evidence to prove. For this purpose, there should be research to establish its link with the buying intentions of consumers. Social media sites like Facebook, Twitter, Instagram, and other platforms give rise to electronic word of mouth. It is to be established whether they lead to buying intentions. Research suggests that there is a positive relationship; however, it requires further exploratory research. For this purpose, new research is the need of the hour so that more factors come to the surface [3].
Objectives of the Study:
To explore the effect of Electronic Word of Mouth through Social Media on Buying Intentions
To explain the concept of electronic word of mouth
To explain the concept in relation to social media
To study the impact of electronic word of mouth on buying intentions
Literature Review
Social Media
Strauss and Frost (2013) have presented some basic attributes of social media. It consists of a web page that individual and corporate users produce over the internet. These web pages trigger networking and open communication between users over social networking platforms. In contrast to social media, there are plenty of company websites and sites operated by traditional media [4]. But social media attracts much more user strength than these platforms or web pages over the internet. Social media sites and networks have caused an instant and overall increase of data and feedback using the internet. It makes it understandable why consumers are opting for social media to get familiar with information regarding products and services. The concept of electronic word of mouth on twitter is an example of how it influences buyers [5]. This information then leads to developing their intention to buy.
Social media and Electronic Word of Mouth
There is extensive literature on word of mouth that is spreading the messages to others regarding a product or a service. Social media have also led to word of mouth and being online; it is called an electronic word of mouth. Erkan and Evans (2016) have noted that it has let users share their experiences and views over social media platforms [6]. Researchers have further discussed electronic word of mouth. They consider the electronic word of mouth as a series of data that is readily available over the internet. The data is about the experiences and views of users of a product or a service [7]. Lerrthaitrakul and Panjakajornsak (2014) have found electronic word of mouth as the channel to let know their feedback on buying intentions. Positive feedback would lead to buying a product; otherwise, he would not go for buying. There must be an ex-consumer or a prospect who shares his views on a product or a service [8]. Akbari, Kazemi, and Haddadi (2016) have said that positive or negative feedback would affect the buying intentions differently and would lead to different results or outcomes. The type of feedback affects buying experience as well because negative feedback may affect purchasing [9].
Goyette, Richard, Bergeron, and Marticotte, (2013) have found that consumers can draw awareness and knowledge of others towards an item if they spread their positive feedback or user experience. In this case, it is more effective when a person spreads the information or suggestion to others, and the recipient sends that message to many others [10]. Warrington (2002) has nine levels of word-of-mouth communication. The first level is where a consumer shares a negative view about the purchase and does not recommend the product. One of the levels is the neutral level, where a consumer does not recommend the purchase through commenting despite using it [11]. These levels end of the positive comment about the product from professionals, experts, and celebrities [12].
It is the era of Web 2.0, where consumers are increasingly using web blogs, review sites, and chat rooms. They are also using social networking sites like Twitter and Facebook, among others. Lerrthaitrakul and Panjakajornsak (2014) have indicated how word of mouth has become electronic through these electronic platforms. People value word of mouth by their friends, family members, and colleagues. They also get fascinated by the messages and opinions of others regarding product use [8].
Electronic Word of Mouth and Buying Intention
There is extensive research on the impact of electronic word of mouth on the buying intentions of consumers. Schivinski and Dabrowski (2016) have noted that buying intention links the attitude and behavior at the psychological level. They have considered the effect of social media communication to the consumer as they perceive a brand. They have studied the influence of social media communication on consumer buying intentions [13]. Erkan and Evans (2016) have covered some factors and included in his research responsible for positive effects of buying intentions. They found that electronic word of mouth has a close link with buying intentions. For instance, the quality of information or message spread through electronic word of mouth and attitudes and beliefs of consumers towards it leads to buying intentions. It is of higher priority for consumers to have access to information about the buying experience of the people before [6].
Consumer buying behavior and buying intention are widely researched topics because they act as fundamentally important for consumers. Different electronic word of mouth web pages and platforms in the access of consumers and Millennials is especially used them [6]. It is also a means to have contact with peers. In this context, consumers fetch information and feedback from their peers and colleagues. They form the development of electronic word of mouth. Therefore, electronic word of mouth influences buying behavior and intentions significantly. Social media presents the place for enabling it to be possible [2].
Electronic word of mouth is more prevalent in some segments than others. The young generation, the Millennials, are especially renowned for using social media and electronic sources for getting and sharing information. There is a certain reason why it is the case. According to research, word of mouth is quick, unbiased, and easy; therefore, it is preferred over other information retrievals [9].
Internet use is widespread, and there are improvements in information sharing and use among individuals. The presence of many social media platforms and areas has led to an increase in eWOM considerably. Researchers have also taken this area for their research to seek the impact of eWOM [14]. Overwhelming pieces of research have noted the influence of eWOM on consumer’s decisions and buying intentions. It is worth mentioning that social media has enabled this relationship. There must be a context to let consumers better connect and share information. Lee and Youn (2009) have taken this contextual factor for the electronic word of mouth platforms. They found that these platforms offer well-connected and free information sharing opportunities. A large number of eWOM platforms have made the context under which communication and information sharing has affected buyers. It is an increasing tendency for buyers to share their opinions, experiences, and give feedback about their purchase [15].
However, there is another vital aspect of social media and electronic word of mouth. It is related to the quality of messages over these platforms. Some researchers have studied the impact of negative messages online. Among other researchers, Doh and Hwang (2009) have researched it. They found that negative messages could positively affect the attitudes of consumers. They change their attitude towards a website, and it may increase the credibility of that web page [3]. Ultimately, the credibility of messages on social media is also important that increases the credibility and worth of the variable. However, for a company, unfavorable messages lead to damage to the reputation of the brand or its producer. It is worth giving importance that negative or unfavorable message does not affect the credibility of webpages or websites [1]. Visitors’ attitude gets positive from the negative or unfavorable message. The impact on the brand is negative, which seems obvious, too [16].
For taking things into context, researchers have concluded that consumers’ buying decision is under the positive influence if they are involved and knowledgeable. In this context, the research by Gunawan and Huarng (2015) is useful. According to the research, subjective norms of a buying process are essential to consider, especially when individuals show their buying intention. The research took the case of virally marketed products. The literature has considered all related variables and their relationship with each other [17]. However, it is still an evolving area of research in light of the dynamism of social media and online platforms. It is vital to note that word of mouth has is positively related to the buying intentions [18]. Enough research on this relationship traditionally; however, highlights the effect of eWOM. It makes the case more dynamic and vibrant. Certainly, social media is accessible and easily available to spread the electronic message, and the literature focuses on specific social networking sites i.e., Facebook and Twitter.
Hypotheses
H1: Electronic word of mouth is positively related to consumer buying intentions through social media.
H2: Electronic word of mouth happens through social media
H3: Social media has a positive impact on shaping consumer buying intentions
The Model
The above model is the result of the literature review. The model has the moderating variable of social media that enables the effect of eWOM on consumer buying intentions. Research studies have found a positive effect of word of mouth on consumer buying intentions, but here, it is electronic. It means that it may not be possible without internet-enabled platforms. There are various platforms to let the relationship happen, but this research has taken social media to moderate the relationship. Social media sites include Facebook and Twitter.
Methodology
This chapter discusses the methods used in this research. The purpose of this research is to explain research methods and reasoning behind them. As a result, it becomes clear why certain research methods are in use in this research. Headings in this chapter are the type of research, sampling technique, data collection tool, variables used in this study, and ethical considerations. After the detailed overview of these research methods, it becomes clear that the research is valid and reliable. It is the criteria needed to make the study comprehensive.
Quantitative Research
The research method used in this research is quantitative that has unique characteristics and benefits. These benefits and useful attributes of the research method have prompted us to use it in this research. Quantitative research is of different types, and this research uses experimental research design. The experimental research design establishes the relationship of one variable with the other. As a result, the research can suggest how the relationship would behave in different contexts and settings. Within the experimental design, correlation is the research method used in this research. It ascertains how one variable has a relationship with the other. The application of experimental research design and finding relationship between variables are suitable for the objectives of the study [19].
Variables of the Study
The research has two variables, one is the dependent variable, and the other is the independent variable. Electronic word of mouth through social media is the independent variable, and buying intentions serve as the dependent variable. The independent variable contains the word, social media. It makes clear that electronic means being on social media. It is worth making clear; especially when electronic can be possible being online through any website on the internet.
Reason for Using Chosen Research Design
The above two variables indicate the room for plenty of research. Electronic word of mouth through social media is a new and emerging trend that has yet to be investigated and explained. It might have been a case study, but it is not the objective of this research. The research should be generalized so that anyone can benefit from it. The use of social media is the evident and prevalent method of research by many corporations and businesses. They are also keen to spread word of mouth. On social media, it is said to be an electronic word of mouth. Therefore, it is yet to be measured its impact on buying intentions. Thus, the chosen research design would generalize results to make it comprehensive in every situation. The sampling technique in the following has explained who is going to be included and excluded in this research [20].
Sampling
The sampling technique is the most important methodology for this research. The chosen sampling technique for this research is the convenience random sampling technique. As the electronic word of mouth is going to be studied using social media, different social networking sites should be considered. So, users of social media make the research population. Social media is large enough to include many websites. Facebook and Twitter have been selected from the social media for this research. These two platforms are different from each other. Facebook makes posts, while Twitter generates tweets. The impact of electronic word of mouth through both social media sites can be different. So, users of Facebook and Twitter would be the study sample for this research. A total sample of 50 participants would be convenient to serve the objectives of this research.
The inclusion criterion for this research is that the participant has an active account on any of the two social media sites. The exclusion criterion is that the respondent does not have active involvement in any of the two social media sites. However, an ideal situation is that the respondent has an account on both sites. It is worth mentioning that all participants fulfill this ideal criterion.
Data Collection Tool
For quantitative research methods, the questionnaire is an effective and popular data collection tool. There are three sections in the developed questionnaire for this research. The first section consists of the biographic information of participants. It contains age, gender, and presence on both or any of the social media chosen for this research. The second section contains items for the dependent variable. The third section contains items for the independent variable used in this study. A five-point Likert scale has been used. Options before participants of the study strongly agree, agree, neutral, disagree, and strongly disagree. These options have been denoted by points 5 through 1, respectively.
The questionnaire is a data collection tool, and it has been distributed online. The target sample is 50 respondents, but it was sent to almost 100 respondents. Among the questionnaires received, only the first 50 complete questionnaires were chosen. These questionnaires had all questions answered, and all participants have their accounts on both social media websites.
Ethical Considerations
This research adopts an online data collection methodology; therefore, it has taken severe care to ensure ethics in its methods. Each respondent has been informed and communicated regarding the purpose of research. Each questionnaire has informed consent behind it. All participants have been allowed to decline to answer any of the questions in the questionnaire. It has been made sure that all information would be used only for research purposes, and personal data would be kept safe. Meeting these ethical considerations is essential for the worth of the research.
Results, Discussion and Findings
Results
In the research, 50 respondents participated online, and they answered questions in the questionnaire. It makes this research primary research that relies on responses from these participants. Four questions are in the first section of the questionnaire, and they are about demographic information and frequency, as well as the nature of using social media. The second section contains two questions and is about dependent variables. The third section includes eight questions and is on the independent variable.
Gender
It shows that participants of the study have representation from both genders. Male respondents are slightly higher, with 29 participants, while females make 21 of the total respondents.
Age
Age is an essential factor among demographic factors because it helps to understand the pattern of responses. Out of a total of 50 respondents, 26 respondents belong to the age group of 19-26. There are 20 respondents who belong to the age group of 30-39. Thus, an overwhelming majority of respondents belong to the age group of 19 to 39. Other age groups do not make a considerable presence in the sample.
How often you use social media accounts:
The inclusion criterion for respondents in this research was having any of the two social media accounts. Twitter and Facebook are the chosen social media platforms for this research. Out of the total fifty respondents, 35 respondents said they use social media most of the time daily. It shows their frequent use of these sites. However, the second response that follows is also about daily users but around two times a day. It shows that they remain connected with social media sites daily. Weekly and monthly users are fewer in the sample. It means that an overwhelming majority uses social media daily.
Which social media platform you use?
It is the inclusion criterion for this research that respondents must use at least one of the two social media accounts. Out of 50 respondents, 40 or eighty percent of respondents use both chosen social media platforms. However, only eight respondents use Facebook only, and only two respondents use Twitter only. It shows that the majority of respondents use both accounts.
Dependent Variable: Buying Intentions
1-I make buying intentions using social media.
This statement was about the formation of buying intentions using social media. Respondents had five options ranging from strongly disagree to agree strongly. Responses have been mixed, where 18 respondents agreed, and 15 respondents strongly agreed to the statement. Eleven respondents have remained neutral to this statement. The trend found in these responses shows agreement to the statement that respondents make buying intentions using social media.
2-I prefer an actual user’s experience with a product or a service.
The statement is about the actual purchase made by a customer. Options of strongly agree, agree, and neutral have received an almost equal number of responses. Out of a total of 50 respondents, 15 respondents have strongly agreed, 14 respondents have agreed, and 12 respondents have remained neutral. However, participants have also selected other options too. It shows that respondents preferred experiences from the actual purchaser when he shared his experience. However, some respondents remained neutral and disagreed, as well. The trend unveiled to this statement shows the importance of actual user’s experience along with a considerable number of respondents is on the neutral and disagreeing side.
Independent Variable: Electronic word of mouth
1-I rely on reviews on products and services by experienced persons.
This statement is about asking the effectiveness of electronic word of mouth. Word of mouth is spread by an experienced person who actually had made the purchase. On the electronic platform, reviews have great importance. In response to the statement, 20 respondents have agreed to the statement that they rely on reviews from experienced persons. Out of the total number of respondents, 18 respondents have strongly agreed with the statement. Only five respondents are on the disagreeing side, with seven remaining neutral. These responses show the worth of reviews that go in favor of electronic word of mouth.
2-I consider the review of customers shared on social media is right.
It is worth considering whether users on social media consider reviews right over there. This statement is important because if respondents take reviews positively, there is the possibility of electronic word of mouth. It is pleasant to note that 20 out of 50 respondents agree with the statement, while 16 of the total strongly agree with it. However, there are other voices as well, like nine respondents remain neutral. Three respondents strongly disagreed, and two disagreed with the statement. It shows that the majority of respondents think reviews effective, and they also feel the effect of electronic word of mouth.
3-A customer sharing experience of a product or service over social media has plenty of knowledge.
This statement is about the relationship between purchase experience and knowledge. A person can only share the user experience if he has plenty of knowledge. It is for sure that a customer knows exactly about the attributes in a product or a service. Out of the total 50 respondents, 22 have agreed, and ten have strongly agreed to the statement. They consider that a person sharing experience over social media is rightly doing so. However, five of the total considers responses to be neutral, and five disagreed with the statement. Eight respondents have strongly disagreed with the statement. It means that despite the majority of agreeing voices, many disagree with the notion that a person has plenty of knowledge.
4-I can have different perspectives and ideas from reviews over social media.
Buying intentions are not only related to any specific product or service, but it is related to ideas and perspectives. According to the development of new ideas and perspectives, a person might decide to buy other products and services. This statement asks precisely the same from respondents whether they develop new perspectives and ideas from using social media. Out of the total, 21 respondents have strongly agreed, and 15 of them have agreed to the statement. However, nine remained neutral, and 3 of the total have strongly disagreed. It shows that a user can opt for purchasing more products and services after reading reviews over the social media.
5-I purchase a product only because of the positive reviews on social media.
This statement is a bit straightforward and asks for a clear response from respondents. It asks whether a person goes for making a purchase of a product only because of positive reviews over social media. This statement has got mixed results, and every option got responses. Out of the total, 12 respondents have strongly agreed, and 10 of the total have agreed to the statement. Moreover, nine respondents remained neutral, while 11 disagreed with the statement. Eight respondents strongly disagreed with the statement. This statement indicates that reviews over social media are not the only reason for forming the purchase decision of a product.
6-Any review on social media backed by more reviewers increases its worth.
If someone backs a review, it increases its worth, and it seems obvious. Endorsement of review by other reviews is always beneficial, and viewers take that product more seriously. In response to this question, 25 of the total 50 respondents have agreed that the backing of more reviewers increases the worth of a review. Out of the total, 13 respondents have strongly agreed to the statement. It shows an overwhelming majority has agreed or strongly agreed to the statement. There are also seven respondents taking the neutral side. Therefore, it goes in favor of electronic word of mouth because it is always the trend that one review increases the backing of more reviews.
7-The person sharing purchase experience must be known to me.
It is an interesting statement because social media has the option of making friends. On Twitter, users follow a person, and they can know that person. However, it is also possible that a user follows a person because of being his fan. However, only five respondents have strongly agreed, and six of the total has agreed with the statement. From the total, 13 respondents remained neutral. However, 12 respondents have disagreed, and 14 respondents have strongly disagreed with the statement. It shows that a user doesn’t need to know a person that increases the scope of influence of reviews. These options selected by respondents can have a strategic impact.
8-I consult social media to make my mind about a product or a service.
It is the last statement from the third section, and it is the last for the independent variable. It is about the role of social media in making the mind of a person. Out of the total 50 respondents, 15 respondents have strongly agreed, and 16 respondents have agreed that they consult social media to make up their minds about a product or a service. Of the total respondents, eight respondents remained neutral, while 11 respondents are on the disagreeing side. It shows mixed results, but the majority of respondents place social media at the consulting level. It indicates the place of social media enabling electronic word of mouth.
Discussion
The above interpretation of results shows that respondents have expressed their views through questions in the questionnaire. The discussion would follow each section of the questionnaire. Then, the discussion would enter the next part, which is about findings.
The first section of the questionnaire is about demographics and necessary information about participants. It shows that male respondents are more than female respondents. However, it is not suitable to say that only male respondents have prevailed throughout the research. Out of the total 50 respondents, 21 are females that show they have appropriate representation. The most important part of the questionnaire is the age group. The electronic word of mouth must relate to the electronic platform or social media. Usually, youngsters frequently use social media. In this context, the age group is significant. It shows that 46 respondents out of 50 respondents are age between 19 and 39. So, this research is youngsters based, and its application is suitable for the young generation. Other age groups are minimal. It can be the strength of the research as it is for the new generation. At the same time, it can be a limitation.
Another essential point revealed from the research is that the majority of respondents are daily users of social media sites. An overwhelming majority of 47 respondents have ticked the option that they use social media sites daily. Out of these 47 respondents, 35 respondents use these sites most of the time. Twitter and Facebook are chosen social media platforms for this research, and 40 of the total respondents use both platforms. These responses indicate that respondents are fully representative because the sample has many common attributes. Respondents are young and are frequent users of Facebook and Twitter. These attributes are very useful for the research because the relationship between variables has been established through social media.
The second section is about the buying intentions of respondents. The relationship between social media and buying intentions establishes through the first question. However, some have disagreed, and some have remained neutral as well. Overall, it informs about the trend that buying intentions and social media have a relationship because respondents use social media for this purpose. There have been mixed responses when actual user experience was part of the question. Many respondents have remained neutral. The purpose of this statement was to link the purchase experience with the actual customer of that product. However, it might not be worthwhile if there is no actual user experience with any product or service. For instance, a person or user can share an experience of a product or service that has not been part of his actual experience. Responses to this section emphasize the importance of social media, but there is confusion as well. The actual user experience must be there for the effectiveness of buying intentions over social media.
The third section is dedicated to the independent variable, and it has eight questions. Responses to these statements in this section are vital for drawing findings from this research. Some essential points are revealed from responses in this section. Respondents have valued reviews from experienced persons for products and services. Moreover, many respondents have considered reviews over social media right. That means that they think social media credible where experienced persons share the right reviews. It leads to influencing them positively, and it is the point worth giving importance to.
Responses indicate a trend under which they have favored the use of social media. Knowledge about a person is essential to review that product, and most respondents consider it that the user reviewing or sharing experience has plenty of knowledge about that product. Thus, there are possibilities of having more ideas and perspectives about a product. Thus, social media widens the thinking and view of users because of varying perspectives over there. However, there is a point that social media is not the only reason why customers make a purchase. They have mixed responses about the sole status of social media in making purchase intentions.
However, they have indicated that a trend favoring or disowning a product or a service affects them. They have responded positively that the backing of more reviews for a review increases its worth. It is obvious and has been a good point raised from the research. However, they value the social media platform and do not show any special attachment with any person. They have not shown a subjective aspect or preference for the use of social media.
Results have given rise to trends among respondents that they value social media and reviews over there. It also shows that many respondents have not valued to known individuals because they consider a review by anyone useful. Some aspects of the research are more important than they think about social media credentials. The formation of buying intentions seems to be the result of social media because it enables word of mouth electronically. Various aspects reveal that respondents have access to social media, and they use it to make purchase decisions. The discussion can be summarized to reach the findings that is going to be provided in the following.
Findings
The findings of the research would also contain objectives and hypotheses set for this research. Findings from this research reveal that buying intentions are formed through social media, and there is plenty of roles of electronic word of mouth. It is found that respondents give value to user experience, and they value actual user experience. They have trusted over social media as they form purchase intentions through social media. They rely on reviews and keep track of reviews confirming each review for a product and service. However, it is essential to note here that they do not rely only on social media, which means there are other options available as well. They do not take it essential that the person reviewing is known to them. Being known to them is not always their priority, and it is a very useful finding from this research. In short, the findings of the research have met all objectives and worked on hypotheses formed after the literature review in this research. In the following, findings are going to be presented:
The first objective of the study was to explore the effect of the independent variable of the research on the dependent variable through social media. Word of mouth through social media, adds the word “electronic” with it. This objective meets with findings because respondents have noted that there is an effect of the independent variable on buying intentions. Respondents have not used exact words, but they have said to get influence from social media to form their intentions about purchasing a product.
The second objective of the study was to explain the concept of electronic word of mouth. It is useful here to indicate that this objective has been met. There are eight questions for this variable, and it adds to this objective of the research. The concept of electronic word of mouth states that respondents give huge value to social media and reviews over there. They also like reviews over the review, and it makes the chain of opinions. As a result, it comes into being an electronic word of mouth. Thus, this research has added to the concept substantially and has offered a new perspective of the concept.
Electronic word of mouth is an emerging field, but it has been getting attention from many researchers. It is related to social media, and this research has studied and explained it using social media. The two social media sites for this research are Facebook and Twitter. So, every finding relates the concept with social media, and the third objective also meets.
Buying intentions and research on it is huge. However, its emphasis through electronic word of mouth can be great. The research establishes the link between the two through social media, and it serves the fourth objective of the research as well. Thus, all four objectives in this research have met their goals, and it leads to testing hypotheses as well.
The first hypothesis has been accepted that states that electronic word of mouth is positively related to consumer buying intentions through social media. The second hypothesis has also been accepted that electronic word of mouth happens through social media. The third hypothesis of the research was about social media that it has a positive impact on shaping consumer buying intentions. Findings from the research note that it has been accepted as well. Consumer buying intentions get better because of the positive impact of social media. These findings are in line with the literature review conducted in this research that also finds a positive relationship between the variables.
Conclusion and Recommendations
Conclusion
Research has concluded that electronic word of mouth happens through social media, and it affects buying intentions. Electronic means being on the internet and social media sites have provided rich platforms for this purpose. Electronic word of mouth has been studied in this research, and it has been related to social media. Mostly young and users of Twitter and Facebook, respondents, have focused on reviews they take from users of products and services. They have emphasized social media in making their buying intentions for a product or a service. However, they do not take social media as the only platform to form buying intentions. The research has offered insight into young consumers and their views on the emerging research area of electronic word of mouth. The quantitative research has offered generalized results that can be applied to any situation or the environment. The use of social media has similar kind of trends in different cultures, and its effects are also similar. It is worthwhile to note that customers have shown trust on the platform. They also value the reviews expressed through social media. There are many social media sites, but the chosen sites are Facebook and Twitter. An overwhelming majority in the sample uses both of these platforms daily.
The research has noted that the majority of participants are young and frequent users of social media. The discussion has noted that experienced persons and users of products and services spread word of mouth over social media. Respondents have considered these persons as valuable to guide them about a product or a service. Social media also allows the development of different ideas and perspectives as a result of reviews. These perspectives and ideas give rise to buying new products and services. The research has stressed social media very much because it has made variable electronic. They do not show concern if the reviewer is a person known to them. Therefore, the purpose and objective of the research have met. According to the purpose or objective, this research has to establish the relationship between variables. The relation has been established through social media, and it invited companies’ attention to work towards this emerging field in research. Respondents have given their responses to questions, and each answer is helpful for businesses and corporations. Marketers can find new ways to understand buying intentions and the role of electronic word of mouth. In the following, recommendations have been made for businesses and marketers.
Recommendations
This research recommends companies making policies about social media and electronic word of mouth should get a central place in their policy. Electronic word of mouth through social media is the area that companies should explore further. Moreover, they should explore more electronic ways of the word of mouth that can be used by users. Academics need to study the impact of electronic word of mouth, and it is an emerging field. It is recommended that mature respondents should also be utilized in future research studies. It is the limitation of this research that the majority of respondents are young. However, the research recommends conducting research on electronic word of mouth and its impact on buying intentions through new perspectives.
Marketers and corporations have to embrace this change in the literature on word of mouth. The inclusion of electronic components to word of mouth makes the field dynamic. Changes would take place, and businesses must grasp this dynamic field. Now, businesses have to be careful because changes can change circumstances altogether. These recommendations might be considered as limitations for this research. Researchers can take these recommendations as a future research direction.
References
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