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From experience to influence: positive contribution of electronic Word‐of‐Mouth (eWOM) towards DERMAGs product

Purpose: The purpose of this paper is to better understand the critical components of mobile viral marketing strategies. A conceptual model is proposed and empirically tested the grounded theory of social conditions, attitudinal conditions, personal conditions, consumption conditions and resource-ba...

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Main Authors: Sakri, Norbazilah, Zaidin, Norzaidahwati, Arshad, Mohd. Auza’e, Muhammad, Faruk
Format: Article
Published: Studia Universitatis 2019
Subjects:
HF Commerce
Online Access:http://eprints.utm.my/id/eprint/97127/
http://dx.doi.org/10.24193/subbnegotia.2019.1.02
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spelling my.utm.971272022-09-13T08:24:16Z http://eprints.utm.my/id/eprint/97127/ From experience to influence: positive contribution of electronic Word‐of‐Mouth (eWOM) towards DERMAGs product Sakri, Norbazilah Zaidin, Norzaidahwati Arshad, Mohd. Auza’e Muhammad, Faruk HF Commerce Purpose: The purpose of this paper is to better understand the critical components of mobile viral marketing strategies. A conceptual model is proposed and empirically tested the grounded theory of social conditions, attitudinal conditions, personal conditions, consumption conditions and resource-based conditions influence consumers’ intention involve in eWOM via social media. Methodology: A questionnaire survey was administered to 150 DERMAGs consumers. Regression analysis was used to analyze the data and test the hypotheses that alliance intention to viral and the grounded theory attributes. Findings: The postulated relationships were found supported by the data. The research found that personal conditions, consumption-based condition and resource-based conditions were positively influenced customers to share experience after consuming to others. Practical Implication: This research presents a conceptually yet empirically supported framework to describe the relationship between three factors of grounded theory and sharing intention. The study is particularly useful for beauty companies to further their effort on brand awareness and increase the advertisement and promotion in order to alleviate the product recognition. Social Implication: This paper gives valuable reference to marketers of the beauty companies to engage in social media, increase the promotional strategies, focuses on the customer relationship and strengthen customers confident on the product by educating them. Studia Universitatis 2019-03-30 Article PeerReviewed Sakri, Norbazilah and Zaidin, Norzaidahwati and Arshad, Mohd. Auza’e and Muhammad, Faruk (2019) From experience to influence: positive contribution of electronic Word‐of‐Mouth (eWOM) towards DERMAGs product. Studia Negotia, NA (1). pp. 39-58. ISSN 1224-8738 http://dx.doi.org/10.24193/subbnegotia.2019.1.02 DOI:110.24193/subbnegotia.2019.1.02
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic HF Commerce
spellingShingle HF Commerce
Sakri, Norbazilah
Zaidin, Norzaidahwati
Arshad, Mohd. Auza’e
Muhammad, Faruk
From experience to influence: positive contribution of electronic Word‐of‐Mouth (eWOM) towards DERMAGs product
description Purpose: The purpose of this paper is to better understand the critical components of mobile viral marketing strategies. A conceptual model is proposed and empirically tested the grounded theory of social conditions, attitudinal conditions, personal conditions, consumption conditions and resource-based conditions influence consumers’ intention involve in eWOM via social media. Methodology: A questionnaire survey was administered to 150 DERMAGs consumers. Regression analysis was used to analyze the data and test the hypotheses that alliance intention to viral and the grounded theory attributes. Findings: The postulated relationships were found supported by the data. The research found that personal conditions, consumption-based condition and resource-based conditions were positively influenced customers to share experience after consuming to others. Practical Implication: This research presents a conceptually yet empirically supported framework to describe the relationship between three factors of grounded theory and sharing intention. The study is particularly useful for beauty companies to further their effort on brand awareness and increase the advertisement and promotion in order to alleviate the product recognition. Social Implication: This paper gives valuable reference to marketers of the beauty companies to engage in social media, increase the promotional strategies, focuses on the customer relationship and strengthen customers confident on the product by educating them.
format Article
author Sakri, Norbazilah
Zaidin, Norzaidahwati
Arshad, Mohd. Auza’e
Muhammad, Faruk
author_facet Sakri, Norbazilah
Zaidin, Norzaidahwati
Arshad, Mohd. Auza’e
Muhammad, Faruk
author_sort Sakri, Norbazilah
title From experience to influence: positive contribution of electronic Word‐of‐Mouth (eWOM) towards DERMAGs product
title_short From experience to influence: positive contribution of electronic Word‐of‐Mouth (eWOM) towards DERMAGs product
title_full From experience to influence: positive contribution of electronic Word‐of‐Mouth (eWOM) towards DERMAGs product
title_fullStr From experience to influence: positive contribution of electronic Word‐of‐Mouth (eWOM) towards DERMAGs product
title_full_unstemmed From experience to influence: positive contribution of electronic Word‐of‐Mouth (eWOM) towards DERMAGs product
title_sort from experience to influence: positive contribution of electronic word‐of‐mouth (ewom) towards dermags product
publisher Studia Universitatis
publishDate 2019
url http://eprints.utm.my/id/eprint/97127/
http://dx.doi.org/10.24193/subbnegotia.2019.1.02
_version_ 1744353715605733376
score 13.211869

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