The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence

Opinion leaders and eWOM are becoming two of the most effective ways to launch a brand on social media by creating viral marketing. However, how much influence does an opinion leader’s eWOM (OL eWOM) have on consumer purchasing decisions? This research looks at the role of OL eWOM as well as the eff...

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Authors: Tobon, Sandra, García De Madariaga Miranda, Jesús
Format: article
Publication Date:2021
Country:España
Institution:Universidad Complutense de Madrid (UCM)
Repository:Docta Complutense
Language:English
OAI Identifier:oai:docta.ucm.es:20.500.14352/7369
Online Access:https://hdl.handle.net/20.500.14352/7369
Access Level:Open access
Keyword:Opinion leader’ eWOM
Online consumer decisions
Product type
eWOM’ valence
Personal influence.
Marketing
5311.05 Marketing (Comercialización)
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oai_identifier_str oai:docta.ucm.es:20.500.14352/7369
network_acronym_str ES
network_name_str España
repository_id_str
spelling The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social InfluenceTobon, SandraGarcía De Madariaga Miranda, JesúsOpinion leader’ eWOMOnline consumer decisionsProduct typeeWOM’ valencePersonal influence.Marketing5311.05 Marketing (Comercialización)Opinion leaders and eWOM are becoming two of the most effective ways to launch a brand on social media by creating viral marketing. However, how much influence does an opinion leader’s eWOM (OL eWOM) have on consumer purchasing decisions? This research looks at the role of OL eWOM as well as the effect of its valence and product type on the decision to buy or not buy from a realistic experimental online store design. In total, 300 undergraduate students were randomly assigned to one of five scenarios in a 22 experimental arrangement. Results show that OL eWOM influences consumer online decisions when purchasing experience-type goods and the valence of eWOM is positive. However, if we compare the OL eWOM with a control group, then OL eWOM does not have a significant influence. This research provides novel empirical evidence for the limited influence of OL in modeling shopping behaviors in e-commerce contexts.MDPIUniversidad Complutense de Madrid20212021-01-0120212021-01-01journal articlehttp://purl.org/coar/resource_type/c_6501info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/20.500.14352/7369reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/73692026-06-02T12:44:21Z
dc.title.none.fl_str_mv The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence
title The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence
spellingShingle The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence
Tobon, Sandra
Opinion leader’ eWOM
Online consumer decisions
Product type
eWOM’ valence
Personal influence.
Marketing
5311.05 Marketing (Comercialización)
title_short The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence
title_full The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence
title_fullStr The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence
title_full_unstemmed The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence
title_sort The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence
dc.creator.none.fl_str_mv Tobon, Sandra
García De Madariaga Miranda, Jesús
author Tobon, Sandra
author_facet Tobon, Sandra
García De Madariaga Miranda, Jesús
author_role author
author2 García De Madariaga Miranda, Jesús
author2_role author
dc.contributor.none.fl_str_mv Universidad Complutense de Madrid
dc.subject.none.fl_str_mv Opinion leader’ eWOM
Online consumer decisions
Product type
eWOM’ valence
Personal influence.
Marketing
5311.05 Marketing (Comercialización)
topic Opinion leader’ eWOM
Online consumer decisions
Product type
eWOM’ valence
Personal influence.
Marketing
5311.05 Marketing (Comercialización)
description Opinion leaders and eWOM are becoming two of the most effective ways to launch a brand on social media by creating viral marketing. However, how much influence does an opinion leader’s eWOM (OL eWOM) have on consumer purchasing decisions? This research looks at the role of OL eWOM as well as the effect of its valence and product type on the decision to buy or not buy from a realistic experimental online store design. In total, 300 undergraduate students were randomly assigned to one of five scenarios in a 22 experimental arrangement. Results show that OL eWOM influences consumer online decisions when purchasing experience-type goods and the valence of eWOM is positive. However, if we compare the OL eWOM with a control group, then OL eWOM does not have a significant influence. This research provides novel empirical evidence for the limited influence of OL in modeling shopping behaviors in e-commerce contexts.
publishDate 2021
dc.date.none.fl_str_mv 2021
2021-01-01
2021
2021-01-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/7369
url https://hdl.handle.net/20.500.14352/7369
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv MDPI
publisher.none.fl_str_mv MDPI
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,301603

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