IMPACT OF E-WOM CREDIBILITY ON PURCHASE INTENTIONS IN KARACHI, PAKISTAN
Abstract
Electronic - Word of Mouth (E-WOM) brought in, by using Web 2.0 technology. Opinion leaders may influence consumer’s purchase decisions by using E-WOM. Opinion leaders have ability to convey their point of views about service, product and brand on social media platforms through E-WOM in this digital era. Social media platforms; Facebook, Twitter, Instagram, and YouTube are expanding over internet day by day. Opinion leaders are availing this opportunity to share their suggestions and reviews about a service or a product. Opinion leaders show their efforts to influence the consumers in Karachi to take decision about purchasing the product or brand. E-WOM statements from opinion leaders and customer’s purchase intention in Karachi are the primary goal of this research thesis. The significance of E-WOM credibility, perceived value of the product or brand, and consumer purchase intention can be included in order to scrutinize. Hypothesis of this study are tested by using the quantitative research method. 208 effective questionnaires have been responded using an online survey for data analysis. The results of this research made it feasible for the E-WOM credibility of opinion leader to influence consumer’s desire to buy in a favorable way. This thesis also shows the positive mediating effect of perceived value of the product or brand between the credibility of E-WOM and the purchase intention of customers in Karachi.
Key words: Social media, Opinion leaders, E-WOM credibility, Product/ brand perceived value, Purchase Intentions.
