SHS Web Conf.
Volume 74, 2020The 19th International Scientific Conference Globalization and its Socio-Economic Consequences 2019 – Sustainability in the Global-Knowledge Economy
|Number of page(s)
|Collaborative Economics and Digital Platforms
|10 January 2020
The role of electronic word-of-mouth in influencing consumer repurchase intention in social commerce
Faculty of Socio-Human Sciences, Spiru Haret University, Ion Ghica Street 13, Bucharest 030045, Romania
2 Faculty of Banking and Finance, Dimitrie Cantemir Christian University, Splaiul Unirii 176, Bucharest 030134, Romania
3 Faculty of Administration and Public Management, Bucharest University of Economic Studies, Piaţa Romană 6, Bucharest 010374, Romania
This research investigates the way consumer repurchase intention in social commerce is shaped by electronic word-of-mouth at global scale. Building our argument by drawing on data collected from Deloitte, eMarketer, MarketingCharts, Marketing Insider Group, McKinsey, Mediakix, Nielsen, Smart Insights, and Statista, we performed analyses and made estimates regarding trusted information sources according to consumers, products/services that Internet users have personally recommended to others, channels through which Internet users would like to receive recommendations from others, leading social media marketing tactics among marketers/media agency professionals, sources that have influenced a recent purchase decision, what are retail digital buyers most concerned about when choosing a social e-commerce platform, important information in online reviews that influence purchase decisions according to Internet users, % of respondents who made a purchase influenced by electronic word-of-mouth channels, leading social media trends that will have the biggest effect on their advertising and marketing strategies, Internet users who agree that online reviews have an important influence on purchase decisions (by age), effective content formats for influencer marketing, and factors that influence whether a product is considered at each stage of the consumer decision journey. The data for this research were collected through an online survey questionnaire and were analyzed via structural equation modeling on a sample of 4,200 respondents.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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