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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
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URI: https://cronfa.swan.ac.uk/Record/cronfa50046
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first_indexed 2019-04-18T12:09:45Z
last_indexed 2023-01-11T14:26:23Z
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spelling 2022-10-26T12:12:51.5284701 v2 50046 2019-04-17 The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis b00e18aa519cd578d4b242e376e70331 0000-0003-1105-8729 Nripendra Rana Nripendra Rana true false d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2019-04-17 BBU 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. Journal Article Information Systems Frontiers 22 5 1203 1226 Springer Science and Business Media LLC 1387-3326 1572-9419 Electronic word of mouth (eWOM); . Intention to buy; Meta-analysis; Weight analysis 1 10 2020 2020-10-01 10.1007/s10796-019-09924-y COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2022-10-26T12:12:51.5284701 2019-04-17T23:18:43.4476968 Faculty of Humanities and Social Sciences School of Management - Business Management Elvira Ismagilova 1 Emma L. Slade 2 Nripendra Rana 0000-0003-1105-8729 3 Yogesh Dwivedi 0000-0002-5547-9990 4 0050046-15052019112556.pdf 50046.pdf 2019-05-15T11:25:56.5200000 Output 708701 application/pdf Version of Record true Released under the terms of a Creative Commons Attribution 4.0 International License (CC-BY). true eng http://creativecommons.org/licenses/by/4.0/
title The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis
spellingShingle The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis
Nripendra Rana
Yogesh Dwivedi
title_short The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis
title_full The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis
title_fullStr The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis
title_full_unstemmed The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis
title_sort The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis
author_id_str_mv b00e18aa519cd578d4b242e376e70331
d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv b00e18aa519cd578d4b242e376e70331_***_Nripendra Rana
d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Nripendra Rana
Yogesh Dwivedi
author2 Elvira Ismagilova
Emma L. Slade
Nripendra Rana
Yogesh Dwivedi
format Journal article
container_title Information Systems Frontiers
container_volume 22
container_issue 5
container_start_page 1203
publishDate 2020
institution Swansea University
issn 1387-3326
1572-9419
doi_str_mv 10.1007/s10796-019-09924-y
publisher Springer Science and Business Media LLC
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description 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.
published_date 2020-10-01T04:01:20Z
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score 11.012924

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