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 |
|---|---|
| Keyword: | Words of Mouth, Social Media, Active User of Social Media (AUSM), Innovativeness and Trust |
| Subjects: | H Social Sciences > HB Economic theory. Demography H Social Sciences > HD Industries. Land use. Labor > HD28-9999 Industries. Land use. Labor > HD28-70 Management. Industrial management > HD58.7-58.95 Organizational behavior, change and effectiveness. Corporate culture |
| Department: | FACULTY > Faculty of Business, Economics and Accounting |
| Depositing User: | SITI AZIZAH BINTI IDRIS - |
| Date Deposited: | 22 Nov 2019 07:23 |
| Last Modified: | 19 Apr 2020 23:19 |
| URI: | https://eprints.ums.edu.my/id/eprint/24170 |
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