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Role of brand familiarity on the influence of electronic word-of-mouth and customers’ behavioral intentions
Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria.ORCID iD: 0000-0001-9727-112X
Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria.ORCID iD: 0009-0003-1790-0742
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0003-0477-855x
2024 (English)In: International Journal of Innovation and Technology Management (IJITM), ISSN 0219-8770, Vol. 21, no 6, article id 2450049Article in journal (Refereed) Published
Abstract [en]

Despite the increased confidence in e-commerce, consumers remain skeptical when shopping online and therefore rely on electronic word-of-mouth generated by other consumers to aid their brand or store choice. Because eWOM can have detrimental or beneficial effects on brands and is beyond the control of firms, measuring the extent to which consumers use this information source to inform their decisions is a major challenge facing scholars and practitioners. This study examines the influence of eWOM on customers’ behavioral intentions and tests the role of brand familiarity. Five hypotheses are developed and tested based on the accessibility-diagnosticity theory and the elaboration likelihood model. A sample of 432 participants was recruited from a university in Southeastern Nigeria to participate in a 2×32×3 between-subject factorial experiment. The results show that the positive or negative sentiments conveyed in eWOM messages and the familiarity of a brand affect customers’ behavioral intentions independently, and that the volume of eWOM messages interacts with brand familiarity to impact these behavioral intentions such that unfamiliar brands benefit more from high volume than familiar retailers do. The implication is that firms can overcome the problem of familiarity and performance risk by motivating and displaying as many eWOM communications as possible in their social media and advertisements.

Place, publisher, year, edition, pages
World Scientific , 2024. Vol. 21, no 6, article id 2450049
Keywords [en]
Online customer reviews, brand familiarity, e-WOM, e-commerce, online shopping, retailing
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hig:diva-45278DOI: 10.1142/s0219877024500494ISI: 001273246200001Scopus ID: 2-s2.0-85199691003OAI: oai:DiVA.org:hig-45278DiVA, id: diva2:1885980
Available from: 2024-07-29 Created: 2024-07-29 Last updated: 2024-12-16Bibliographically approved

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Osarenkhoe, Aihie

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