Journal article Open Access

Antecedents and Outcome of Electronic Word of Mouth (EWOM) Moderating Role of Product Involvement

Muhammad Arslan Sarwar

In this competitive world, the consumers are now becoming less attentive and aware towards traditional ways of advertising so that's why many companies are now focusing to reduce spending toward commercial advertising and diverting more toward the word of mouth promotions. For this reason, electronic word of mouth eWOM is under the constant consideration of academician and practitioners. Seeing the importance of eWOM in recent times the current study seeks to model the antecedents and outcomes of eWOM. Specifically, this study examines the impact of source credibility, message appeal and brand equity on purchase intentions through eWOM. A survey questionnaire is used to test the said objectives. Data is collected from 224 mobile users with the help of convenient sampling. In general, the results of the study are in favor of the validation of measures and proposed rational paths. This study offers empirical evidence which may provide solid grounds for practical implications

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