Loading...
The effect of electronic word of mouth communications on intention to buy: A meta-analysis
Ismagilova, Elvira Slade, E.L. Rana, Nripendra P. Dwivedi, Y.K.
Ismagilova, Elvira
Slade, E.L.
Rana, Nripendra P.
Dwivedi, Y.K.
Publication Date
2020
End of Embargo
Supervisor
Rights
© The Author(s) 2019. Open Access. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
Institution
Department
Awarded
Embargo end date
Collections
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. 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.
Version
Published version
Citation
Ismagilova E, Slade EL, Rana NP et al (2020) The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers. 22: 1203-1226.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Article