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Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India

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Department of Business Administration, Integral University, Lucknow 226026, India
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Department of Business Management, School of Management Science, Lucknow 226001, India
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Department of Accountancy, College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh 11673, Saudi Arabia
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Department of Business Administration, College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh 11673, Saudi Arabia
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Department of Business Administration, Aligarh Muslim University, Aligarh 202002, India
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Authors to whom correspondence should be addressed.
Academic Editor: Shib Sankar Sana
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 1008-1024; https://doi.org/10.3390/jtaer16040057
Received: 19 January 2021 / Revised: 2 March 2021 / Accepted: 3 March 2021 / Published: 13 March 2021
(This article belongs to the Special Issue The New Era of Digital Marketing)
The aim of this study is to identify the factors affecting the credibility of electronic word-of-mouth (eWOM) stimulation through Social Networking Sites (SNSs) through an empirical model providing both theoretical understandings and practical implications. The proposed framework explicates the consumer’s use of SNSs as a tool for information sharing and its effect on brand image and online purchase intentions. The consumer survey was done through a structured questionnaire developed in accordance with the literature. Data was collected from 256 respondents, using both offline and online modes from 4 different cities of India. Structural Equation Modeling was employed to estimate the proposed model and determine the antecedents of consumer eWOM credibility and in turn its effect on brand image leading to consumer purchase intentions. The results show SNS activities play a significant role in creating eWOM credibility, which leads to shaping the brand image and purchase intentions. The findings would help companies to create a positive brand image to enhance their purchase intentions through eWOM aroused via SNSs. View Full-Text
Keywords: eWOM credibility; brand image; purchase intention; social network sites (SNSs); social media marketing; word-of-mouth marketing eWOM credibility; brand image; purchase intention; social network sites (SNSs); social media marketing; word-of-mouth marketing
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MDPI and ACS Style

Siddiqui, M.S.; Siddiqui, U.A.; Khan, M.A.; Alkandi, I.G.; Saxena, A.K.; Siddiqui, J.H. Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1008-1024. https://doi.org/10.3390/jtaer16040057

AMA Style

Siddiqui MS, Siddiqui UA, Khan MA, Alkandi IG, Saxena AK, Siddiqui JH. Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(4):1008-1024. https://doi.org/10.3390/jtaer16040057

Chicago/Turabian Style

Siddiqui, Mohd S.; Siddiqui, Urooj A.; Khan, Mohammed A.; Alkandi, Ibrahim G.; Saxena, Anoop K.; Siddiqui, Jaziba H. 2021. "Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India" J. Theor. Appl. Electron. Commer. Res. 16, no. 4: 1008-1024. https://doi.org/10.3390/jtaer16040057

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