| Pub. Date | : Nov, 2023 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM031123 |
| Author Name | : Zeeshan Majeed Nadroo and Mohammad Asif Naqshbandi |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 23 |
The study explores the influence of electronic positive word-of-mouth (ePWOM) via brand fanpages on the online purchase intention of consumers of electronic gadgets. The global consumer electronics market is proliferating, and consumers increasingly rely on social media and online platforms for information about products and services. The study uses the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) as a theoretical framework to investigate the impact of ePWOM on users' attitude towards consumer electronic gadgets and their online purchase intention in the context of online brand communities. The results of the study confirm that ePWOM has a positive impact on consumers' attitude towards consumer electronic gadgets and highlight the importance of ePWOM via brand fanpages in enhancing user engagement and online purchase intention.
The global consumer electronics market size was valued at $1.1 tn in 2021, and it is projected to reach $1.5 tn by 2026, with a CAGR of 6.4% during the forecast period Statista (2021). With the growing online shopping trend, consumers are increasingly relying on social media and online platforms to gain information about products and services (Dolega et al., 2021). This has led to the emergence of brand communities, social network brand fanpages, and other online forums that offer consumers a platform to share their experiences and opinions (Chapman and Dilmperi, 2022). These communities have become a valuable source of information for users looking to make informed purchase decisions and contribute to electronic positive word-of-mouth (ePWOM) (Rao et al., 2021).