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DOI: EXAMINING EFFECTIVE ELECTRONIC WORD OF MOUTH IN SOCIAL MEDIA ON THE CUSTOMER’S PURCHASE INTENTION: A QUANTITIVELY APPROACH IN LIBYANS’ MARKETS
Dr. Fouad Omran Elgahwash , Department of Marketing and Social Technical Information Systems, University of Az-Zawiya- Libya Dr. Abulkasem Dowa , Department of Economics, faculty of Economic, University of Zawia, Libya Dr. Khalid Ahmed , Department of International Economic Relations; School of Strategic and International Studies; Libyan Academic for Postgraduate studies- Tripoli Dr. Abdesalam Salem Elhatab , Department of Accounting, Faculty of Economics, University of Zawia, LibyaAbstract
The purpose of this paper is to provide a comprehensive research of the effects social media developed in an essential part of marketing strategy for its ability to generate co-created value by EWOM. As a result of the advanced Technological revolution, the industries operations have grown a unique rate and creating multiple opportunities for marketing in online backgrounds. Recently, Technologies have been involved within modern marketing activities to promote their products and services and its approach is to evaluate products and services availabilities by using various platforms like social media, online review websites, blogs and discussion forums in the form of visual information.
At the present time, social media has developed in an essential part of marketing strategy for its ability to generate co-created value, to interactively connect brands to consumers, to monitor brand-related discussions and sentiments, to guide consumers in the decision-making process, to activate Electronic Word of Mouth interactions, and transform consumers into brand supporters.
This study highlights the role of key various digital channels by using applications of social media to be examined on the consumer buying decisions and intention with a mediating effect of the EWOM.
It carried out A quantitative research approach was used to achieve objectives and examine the hypothesized research framework by using a questionnaire in the retailing sector. A total of 384 valid responses were considered for further analysis by using SSPS 21 software to conduct the key analyses.
The results revealed the significant effect and role of all digital channels on the consumers buying decisions, with the moderated role of the EWOM on the effect of digital channels on consumer buying decisions. The study offers additional contributions to the existing literature and supports the assumptions to provide a better grasp about the study topic. Its originality and a unique approach for data collecting and using the schema theory of e-WOM to understand the phenomenon of social media influence on customers intention of destination services / brands.
Keywords
Social-Media, EWOM, Credibility, A awareness;
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Copyright (c) 2024 Dr. Fouad Omran Elgahwash, Dr. Abulkasem Dowa, Dr. Khalid Ahmed, Dr. Abdesalam Salem Elhatab
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