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Reading: Influence of Customer Generated e-WOM on Purchase Intention of Cosmetic Products in Sri Lanka

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Influence of Customer Generated e-WOM on Purchase Intention of Cosmetic Products in Sri Lanka

Authors:

Mohamed Najeem Fathima Nushra ,

South Eastern University of Sri Lanka, LK
About Mohamed Najeem
Department of Marketing Management
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Kaldeen Mohamed Mubarak

South Eastern University of Sri Lanka, LK
About Kaldeen Mohamed
Department of Marketing Management
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Abstract

The main purpose of this study is to investigate the influence of eWOM on consumer purchase intention. Moreover, this study examines the extent to which relationship exists between eWOM credibility, eWOM review quantity, eWOM perceived usefulness and consumer purchase intention in cosmetic products in Sri Lanka. The primary data was collected through an online survey with the help of a standardized questionnaire from 400 cosmetic product consumers in Sri Lanka. The items of the questionnaire extracted from previous research and altered them as per study requirement.

 

The result of this research implies that eWOM Credibility, eWOM Review Quantity and eWOM Perceived Usefulness has significant impact on Purchase Intention. The element that has the highest impact is eWOM perceived usefulness which entirely contributes to the effectiveness of eWOM while eWOM credibility and eWOM review quantity have less impact. These three elements thoroughly perform different roles in influencing consumer purchase intention.

 

This research is limiting only three main determinants such as eWOM credibility, eWOM review quantity and eWOM perceived usefulness which determine the purchase intention. There may be other factors also which are affecting that can be considered for further research. Companies could use tactics to encourage potential customers to thoroughly read eWOM provided in social media or consumer reviews. This study provides valuable insights into the eWOM which affects consumer purchase intention.
How to Cite: Fathima Nushra, M.N. and Mubarak, K.M., 2022. Influence of Customer Generated e-WOM on Purchase Intention of Cosmetic Products in Sri Lanka. Sri Lanka Journal of Marketing, 8, pp.92–112. DOI: http://doi.org/10.4038/sljmuok.v8i0.96
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Published on 08 Aug 2022.
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