Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/1768
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dc.contributor.authorKunja Sambashiva Rao-
dc.contributor.authorBramhani Rao-
dc.date.accessioned2023-10-13T08:24:28Z-
dc.date.available2023-10-13T08:24:28Z-
dc.date.issued2019-
dc.identifier.urihttp://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/1768-
dc.description.abstractThe objective of the current study was to examine the influence of electronic word-of-mouth (eWOM) credibility on consumers' purchase intention with trust in seller and brand image as mediators. The proposed model was tested in the context of brand fan pages of Amazon on Facebook. The data were obtained from 393 customers present on Facebook fan pages of Amazon. The data were analyzed using structural equation modeling (SEM), which indicated a positive relationship between eWOM and purchase intentions. Both trust in seller and brand image partially mediated this relationship. While the study contributes to the theories of eWOM, trust, and consumer behaviour, its findings have significant implications for managers of e-commerce websites who may seek empirical evidence while developing new methods of disseminating product information through SNSs.en_US
dc.language.isoen_USen_US
dc.publisherIndian Journal of Marketingen_US
dc.subjecteWOM credibilityen_US
dc.subjectConsumer electronicsen_US
dc.subjectTrust in the selleren_US
dc.subjectBrand imageen_US
dc.subjectPurchase intentionen_US
dc.subjectFacebook fan pages,en_US
dc.titleExamining eWOM Credibility - Consumer Purchase Intention Relationship in Facebook: A Mediation Analysisen_US
dc.typeArticleen_US
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