The impacts of electronic word of mouth in social media on consumers..

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Mr. Ismail Erkan (Brunel University, UK) The impacts of electronic word of mouth in social media on consumers` purchase intentions The International Conference on Digital Marketing (ICODM) - 2014 03-04 June 2014, Colombo, Sri Lanka http://digitalconference.co/

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Hosted by: The Impacts of Electronic Word of Mouth in Social Media on Consumers’ Purchase Intentions Ismail Erkan Academic Partner

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T he Impacts of Electronic Word of Mouth in Social Media on Consumers’ Purchase Intentions Ismail Erkan

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Offline WOM Online WOM Word of Mouth (WOM) WOM in Social Networks RESEARCH TOPIC

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WHAT IS Word of Mouth ?

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WHAT IS Word of Mouth ? Word of mouth (WOM) is a communication among consumers, which consists comments related to products and services. (Arndt, 1967)

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WOM of SRI LANKA ?

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WHY IT IS Important ? Consumer behaviour can be affected with many types of advertising but word of mouth has a stronger impact than the other types such as personal selling, written and radio advertisements. ( Engel, Blackwell & Kegerreis , 1969 ) The traditional form of getting information which we called advertising starts to lose its efficacy because of reliability issues. ( Trusov , Bucklin & Pauwels , 2009 )

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WHY IT IS Important ?

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IS THERE ANY Disadvantage ?

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OFFLINE & ONLINE Word of Mouth The capability of WOM to affect consumers’ purchase decisions has long been known to researchers and marketers; but in the age of the Internet it has appeared in a new way which we called electronic word of mouth (eWOM ). ( Cheung & Thadani , 2012)

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THE IMPORTANCE of Electronic Word of Mouth If consumers take recommendations into consideration, it can be turn into purchase action instantly . (Erkan, 2014)

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e WOM Platforms Platforms Examples Social networking sites Facebook.com, Twitter.com Online brand/shopping sites Amazon.com, Ebay.com Online consumer review sites Epinions.com, Shopping.com Online discussion forums Ukbusinessforums.co.uk Blogs Xanga.com, Blogger.com

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eWOM in Social networking sites are described as web-based services which aim to provide internet users an opportunity to create their profiles and personal networks via friend lists while allow them to reach others `. (Boyd and Ellison, 2007 )

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THE IMPORTANCE of eWOM in SOCIAL MEDIA Consumers can find a chance to talk about the product information which has effects on their purchase decisions with their friends by social media. ( Kozinets et al. 2010 )

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So, the RESEARCH

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T he advent of Social Networks After Social Networks Online WOM was occurring between anonymous people Their impacts on consumers ’ purchase intention s should be different . Before Social Networks Online WOM is occurring between the people who know each other RESEARCH GAP

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RESEARCH QUESTIONS - Does eWOM in social media affect purchase intention? If so, how ? - Is “ eWOM in social media ” more effective than “ eWOM in other online platforms ” on purchase intention? - Are social networks different from each other in terms of eWOM ? - What is the role of different types of eWOM messages (e.g. Picture or Video oriented) in order to affect purchase intention? Why?

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RESEARCH METHOD 1. Quantitative (Survey): To compare the impacts of WOM in social networks and other online WOM sources on consumers’ purchase intention. 2. Qualitative (Interviews): To find how / why social networks differ from each other in terms of affecting purchase intentions. 2 Studies will be conducted sequentially : Mixed Method

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Friends Communication Online WOM Behaviour in Social Media Persuasiveness Opinion Seeking Informational Influence Content Participation Purchase Intention Figure: Model of Study 1 Gen.At. toward Reviews Online WOM Behaviour in Shopping Sites Review Quality Review Credibility Informativeness eWOM Review Adopt. To find answers for these questions: - Does eWOM in social media affect purchase intention? If so, how ? - Is “ eWOM in social media ” more effective than “ eWOM in other online platforms ” on purchase intention? STUDY 1

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To find answers for these questions: - Are social networks different from each other in terms of eWOM? - What is the role of different types of eWOM messages (e.g. Picture or Video oriented) in order to affect purchase intention ? Why? STUDY 2 Semi-structured interviews will be conducted.

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The data will be collected from university students who are considered to be the most active social media users . (Chu and Kim, 2011 ) DATA COLLECTION

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Thank You…

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