The purpose of this study is to identify and uncover characteristics of social electronic word-of-mouth. Social eWOM applies to social media platforms in which membership is restricted and content providers are known to recipients. In relation to traditional eWOM platforms that post anonymous reviews, social eWOM has several unique characteristics: intended audience, information trustworthiness, source evaluation, and interpersonal relationships. Therefore, social eWOM should be regarded as conceptually different from anonymous eWOM, with the two serving as endpoints on a continuum. Marketing managers should understand the distinct role and value-creating potential of social eWOM in relation to other forms of WOM and social media strategies should consider methods for converting anonymous eWOM into social eWOM.
The aim of this study was to determine the effect of social media usage and electronic word of mouth (E-WOM) on purchase decision through consumer trust. This research was conducted on customers of clothing industry in Indonesia. The study conducted survey and collected data from a sample of 151 respondents who buy clothing products online by using convenience sampling method. The study analyzed data using Partial Least Square Structure Equation Modeling (PLS-SEM). The results of this study found that social media usage does not have a significant effect on purchase decision. Social media usage also does not have a significant effect on trust. E-WOM has a significant effect on purchase decision. E-WOM has a significant effect on trust. Trust has a significant effect on purchase decision. Social media usage and E-WOM has no significant effect on purchase decision mediated by trust.
The aim of this study was to determine the effect of social media usage and electronic word of mouth (E-WOM) on purchase decision through consumer trust. This research was conducted on customers of clothing industry in Indonesia. The study conducted survey and collected data from a sample of 151 respondents who buy clothing products online by using convenience sampling method. The study analyzed data using Partial Least Square Structure Equation Modeling (PLS-SEM). The results of this study found that social media usage does not have a significant effect on purchase decision. Social media usage also does not have a significant effect on trust. E-WOM has a significant effect on purchase decision. E-WOM has a significant effect on trust. Trust has a significant effect on purchase decision. Social media usage and E-WOM has no significant effect on purchase decision mediated by trust.