Electronic Word-Of-Mouth (eWOM) Behavior in Malaysia: Successful Marketing Strategy

NH Marmaya, and Bamini KPD Balakrishnan, and ASM Shuaib, (2018) Electronic Word-Of-Mouth (eWOM) Behavior in Malaysia: Successful Marketing Strategy. International Journal of Academic Research in Business and Social Sciences, 8 (9). pp. 1244-1255. ISSN 2222-6990

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Abstract

The major purpose of this research is to discover the influences of Active User of Social Media (AUSM), Innovativeness and Trust towards electronic word of mouth (eWOM) behaviour in Malaysia. Enormous past research on the electronic word-of-mouth, but only few have analysed the topic from Malaysian perspective. A quantitative method was adopted in this study and responses from 120 respondents in Malaysia that were analyzed using PLS-SEM. The result shows that there are significant relationship between active user of social media (AUSM), innovativeness and trust toward eWOM behaviour among Malaysian. Practically, the result indicate that electronic word of mouth behaviour via social media and mobile technology can be part of marketing strategy in promotion to influence buyer to increase sales of product of a company. This empirical study attempts to enrich the understanding of electronic word of mouth behaviour via social media and mobile technology in Malaysian context.

Item Type: Article
Uncontrolled Keywords: Words of Mouth, Social Media, Active User of Social Media (AUSM), Innovativeness and Trust
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD58.7-58.95 Organizational behavior, change and effectiveness. Corporate culture
Divisions: FACULTY > Faculty of Business, Economics and Accounting
Depositing User: MDM SITI AZIZAH IDRIS
Date Deposited: 21 Nov 2019 23:23
Last Modified: 19 Apr 2020 15:19
URI: http://eprints.ums.edu.my/id/eprint/24170

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