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Business Research and Decision Making - Online word of mouth (WOM) - Literature Review Writing Assessment Answer
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Internal Code: 1AGBIA
Business Research and Decision Making Assessment Answer
Assignment Task: Abstract Online word of mouth (WOM) communication is certainly one of the most influential drivers of purchase decisions. However, little knowledge is available on the factors that influence the credibility of WOM communication. To address this research gap, this study aimed to assess whether the three independent variables (homophily, authority and reviewability) have a significant positive effect on WOM credibility. The context of the study was shoe shop retailing. Literature Review Introduction The rise and proliferation of social media platforms such as consumer review sites and blogs, social networks, content blogs and microblogging sites (Twitter) has dramatically changed the global media and communications landscape. It has altered the reach and speed of online WOM communication. WOM is essentially ‘any positive/negative statement made by former customers about a product and made available to a multitude of people and institutions via the Internet’. Consumers currently rely more on the advice and information obtained on social media from their networks of friends and other consumers than on advertising messages from companies (Cakim 2010, 3–4). Consequently, given the importance of online communication, researchers have shifted their focus from traditional WOM to online WOM, to gain more insight into this new phenomenon. For example, Li and Wang (2013, 1351) identified a number of studies concerned with how online WOM impacts the decision- making of consumers in various product categories. The WOM credibility concept The dependent variable of the study is online word of mouth (WOM) credibility, which is defined as the degree to which customers believe that information about products, reviews and recommendations are correct and based on factual information. Credibility in the context of online WOM relates to both the online message itself and the communicator of the information. Several studies have proved that WOM credibility can directly affect purchase intention (Lis 2013). Research objectives Objective 1: To examine the demographic profile and purchase intention aspects of the shoe consumers Objective 2: To compare and contrast consumers’ perceptions of the online word of mouth Objective 3: To explore any association between homophily, source authority and reviewability Objective 4: To investigate the relationship between online WOM, homophily, authority, reviewability and purchase intention HomophilyThis Research Assessment has been solved by our Research experts at My Uni Paper. Our Assignment Writing Experts are efficient to provide a fresh solution to this question. We are serving more than 10000+ Students in Australia, UK & US by helping them to score HD in their academics. Our Experts are well trained to follow all marking rubrics & referencing style.