Influence of Electronic Word of Mouth (e-WOM) on Brand Credibility and Purchase Intentions "An Applied Study on Young Egyptian Internet Users"

Abstract

The evolution of technology made the internet an attractive platform for the socialization process that accentuates the significance of the electronic form of communication as it allows it to have a significant reach and be permanently stored (Hennig-Thurau, et al., 2004). As a result electronic word of mouth (e-WOM) communications increased in importance as they became an important source of information regarding a product or service quality (Chevalier and Mayzlin, 2006). From a consumer’s perspective, e-WOM is characterized by high credibility, persuasiveness and relevance (Chatterjee, 2001; Bickart and Shindler, 2001; Godes and Mayzlin, 2004; Mayzlin, 2006). It is considered capable of reducing the risk and uncertainty accompanying the purchase, thereby influencing purchase intentions and the decision making process of consumers (Chatterjee, 2001). This is understandable since e-WOM is an independent consumer-generated source of information. Its value relies on the reasoning that consumers don’t feel that brand or product recommendations are based on a commercial or marketing intent (Pongjit and Beise-Zee, 2015; Bambauer-sachse and Mangold, 2011; Brown et al., 2007). In addition, people tend to trust impartial opinions from others outside their close social circles (Duana, et al., 2008). This emphasizes the significance and influence of e-WOM as a source of information. Over time e-WOM developed a strong influence on consumers and brands. It has been found to influence brand engagement (Chu and Kim, 2011), brand image (Jalilvand and Samiei, 2012), brand equity (Bambauer-sachse and Mangold, 2011), consumers’ attitudes and overall evaluation of