Determinants of Consumer Information Adoption in Electronic Word-Of-Mouth (EWOM), A study on social media based consumer review groups
No Thumbnail Available
Date
2016-09
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
UMT.Lahore
Abstract
Increasing penetration of social media into marketing mix has triggered the investigation of Determinants that Impact EWOM of consumers in social networking sites. A conceptual model has been designed and tested in this study to investigate the factors that lead to the acceptance and adoption of online opinions by customers posted in online communities (groups) created by consumers for consumers on social networking sites. The results confirms that the factors of Connection of Message with User, Latest Information, Reliability of Message and comprehensiveness of Message are constructs of Argument Quality that leads to perceived Information Usefulness and Information Adoption of Electronic word of Mouth posted in online communities (groups) created by consumers for consumers on social networking sites.