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The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis

Elvira Ismagilova, Emma L. Slade, Nripendra Rana Orcid Logo, Yogesh Dwivedi Orcid Logo

Information Systems Frontiers, Volume: 22, Issue: 5, Pages: 1203 - 1226

Swansea University Authors: Nripendra Rana Orcid Logo, Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1007/s10796-019-09924-y

Abstract

The aim of this research is to synthesise findings from previous studies by employing weight and meta-analysis to reconcile conflicting evidence and draw a “big picture” of eWOM factors influencing consumers’ intention to buy. By using the findings from 69 studies, this research identified best (e.g...

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Published in: Information Systems Frontiers
ISSN: 1387-3326 1572-9419
Published: Springer Science and Business Media LLC 2020
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa50046
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Abstract: The aim of this research is to synthesise findings from previous studies by employing weight and meta-analysis to reconcile conflicting evidence and draw a “big picture” of eWOM factors influencing consumers’ intention to buy. By using the findings from 69 studies, this research identified best (e.g. argument quality, valence, eWOM usefulness, trust in message), promising (e.g. eWOM credibility, emotional trust, attitude towards website) and least effective (e.g. volume, existing eWOM, source credibility) predictors of intention to buy in eWOM research. Additionally, the effect size of each predictor was calculated by performing meta-analysis. For academics, understanding what influences consumers’ intention to buy will help set the agenda for future research directions; for practitioners, it will provide benefit in terms of practical guidance based on detailed analysis of specific factors influencing consumers’ intention to buy, which could enhance their marketing activities.
Keywords: Electronic word of mouth (eWOM); . Intention to buy; Meta-analysis; Weight analysis
College: Faculty of Humanities and Social Sciences
Issue: 5
Start Page: 1203
End Page: 1226

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