Πλοήγηση ανά Συγγραφέα "Routsi, Eftychia"

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Α Β Γ Δ Ε Ζ Η Θ Ι Κ Λ Μ Ν Ξ Ο Π Ρ Σ Τ Υ Φ Χ Ψ Ω

Τώρα δείχνει 1 - 1 από 1

Investigating the impact of incidental eWOM and the moderating role of consumers' personality and product involvement characteristics, on consumers' attitudes and purchase intentions
(2022-05-18) Routsi, Eftychia; Ρούτση, Ευτυχία; Athens University of Economics and Business, Department of Marketing and Communication; Painesis, Grigorios
Drawing on the increasingly important role of eWOM and social network sites on consumers’ behaviour, the present study aims to investigate the impact of incidental exposure to eWOM messages from online friends through Facebook posts. Consumer-to-consumer communication has been enhanced through the Internet with the proliferation of online platforms. Simultaneously, consumers invest a big amount of their free time scrolling through their social media pages mindlessly. According to the results, accidental eWOM encounters can alter the attitude of social network sites’ users in favour of both a low and high involvement product. All in all, the attitude formed about a product prior to eWOM exposure is important and should be taken into consideration by brands. On the other hand, it is not capable to affect their purchase intentions no matter the product category.Moreover, it appears that only specific personality traits interact with incidental eWOM. Τhe present study suggests that managers should spend more time and money on practices that promote incidental eWOM on social networks, independently of the level of involvement characterising their products since the effects are detected across both categories.Finally, a brief description of the profile of Greek social network users is included revealing that the majority belongs in the millennial generation, has been a long-time user and uses it mainly to exchange messages with friends not spending more than one hour daily.