Electronic WOM effectiveness from online social network perspectives in Indonesia

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Citation (Scopus)

Abstract

This study analyses the effectiveness of electronic word of mouth (eWOM) information on a restaurant or foodtech review to influence consumer purchase decisions in Indonesia. We test three online social network constructs, namely tie strength, homophily, and source credibility. The constructs are measured using questionnaire statements and a multiple regression analysis on a sample size of 516 respondents. We found that tie strength and homophily influence source credibility, which in turn influences consumer perceptions of eWOM information, thereby adding to eWOM's effectiveness. Tie strength, homophily, and source credibility also influence consumer perceptions on a website, influencing the consumers' adoption of eWOM in their purchase decisions.

Original languageEnglish
Title of host publicationProceedings of the 33rd International Business Information Management Association Conference, IBIMA 2019
Subtitle of host publicationEducation Excellence and Innovation Management through Vision 2020
EditorsKhalid S. Soliman
PublisherInternational Business Information Management Association, IBIMA
Pages6406-6422
Number of pages17
ISBN (Electronic)9780999855126
Publication statusPublished - 1 Jan 2019
Event33rd International Business Information Management Association Conference: Education Excellence and Innovation Management through Vision 2020, IBIMA 2019 - Granada, Spain
Duration: 10 Apr 201911 Apr 2019

Publication series

NameProceedings of the 33rd International Business Information Management Association Conference, IBIMA 2019: Education Excellence and Innovation Management through Vision 2020

Conference

Conference33rd International Business Information Management Association Conference: Education Excellence and Innovation Management through Vision 2020, IBIMA 2019
Country/TerritorySpain
CityGranada
Period10/04/1911/04/19

Keywords

  • Electronic WOM effectiveness
  • Food-tech review
  • Indonesia
  • Online social network

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