Modern consumer behavior

Because of the growing phenomenon of technology, people tend to rely on the internet as a source of gathering information that they need to investigate about the product or service that they are willing to buy. EWOM can explain the quality of the tangible and intangible services and helps the consumers to finalize their purchase decision. The content richness and the reviews of the peers who had an experience with the product or service, make it easy for the consumers to make a final decision for purchasing. This book is aiming to introduce the concepts of EWOM on social media and other online platforms as well as concept of customer purchase intentions. Moreover, it builds strong theoretical framework to propose hypothesis on impact of information quality, credibility, need for information and attitudes towards information and its impact on information usefulness that affects information adaption, leading to purchase intentions. Proposed conceptual model is tested on student population and reveals positive relationship between study variables, again approving positive impact EWOM has on purchase intentions.

Autorentext

Zanete Garanti is an assistant professor in Cyprus International University. She is a merit graduate of Latvia University of Life Sciences and Technologies, Faculty of Economics, and Department of Business. Her academic interests include branding, social media marketing, influencer and digital marketing.