Text me on WhatsApp, let us talk about brands! The power of mobile word of mouth on mobile purchase intention

Erkan I., Elwalda A., Rahman M., Doğan S., Nardali S.

International Journal of Internet Marketing and Advertising, cilt.13, sa.3, ss.218-234, 2019 (Scopus) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 13 Sayı: 3
  • Basım Tarihi: 2019
  • Doi Numarası: 10.1504/ijima.2019.102558
  • Dergi Adı: International Journal of Internet Marketing and Advertising
  • Derginin Tarandığı İndeksler: Scopus
  • Sayfa Sayıları: ss.218-234
  • Anahtar Kelimeler: IACM, Information acceptance model, Messaging applications, Mobile purchase intention, Mobile word of mouth, MWOM, WhatsApp
  • Ondokuz Mayıs Üniversitesi Adresli: Evet

Özet

The aim of this research is to examine the impacts of MWOM conversations in mobile messaging applications on mobile purchase intention. With this purpose, we developed a conceptual model based on the information acceptance model (IACM). Data collected from 385 participants were analysed using structural equation modelling (SEM). The results support the proposed model and provide both theoretical and practical implications for marketers. This study demonstrates that MWOM in messaging applications has a significant positive impact on mobile purchase intention, which in turn affects both social commerce intention and offline purchase intention.