The main aim of this study is to investigate how travelers adopt the information from Facebook (FB) electronic word of mouth (e-WOM) and its impacts on their intention to visit a destination. Purposive sampling was used to gather data from 412 visitors visiting several tourist destinations in major cities of India. To determine the minimum necessary sample size ―G*Power software version 3.1.9.7‖ was used. For data analysis, Partial Least Square Structural Equational Modelling (PLS-SEM) was used in the study. The results of this study show that all the antecedents except timeliness have a significant influence on travelers' visit intentions through Facebook e-WOM adoption. The outcomes of this study will be beneficial to internet community organizers in terms of better managing their websites for the aim of delivering relevant information. It would also benefit them in attracting users and, as a result, in paying advertisers. This research aids to the knowledge about the use of the content of Facebook e-WOM to help people decide whether or not to visit a certain destination. The major limitation is that this study is more inclined towards the destination visit intentions of travelers rather than actual visit behavior.
{"title":"Do e-WOM Persuade Travelers Destination Visit Intentions? An investigation on how Travelers Adopt the Information from the Social Media Channels","authors":"Nidhi Sharma, Bhanupriya Khatri, S. Khan","doi":"10.31620/jccc.06.23/11","DOIUrl":"https://doi.org/10.31620/jccc.06.23/11","url":null,"abstract":"The main aim of this study is to investigate how travelers adopt the information from Facebook (FB) electronic word of mouth (e-WOM) and its impacts on their intention to visit a destination. Purposive sampling was used to gather data from 412 visitors visiting several tourist destinations in major cities of India. To determine the minimum necessary sample size ―G*Power software version 3.1.9.7‖ was used. For data analysis, Partial Least Square Structural Equational Modelling (PLS-SEM) was used in the study. The results of this study show that all the antecedents except timeliness have a significant influence on travelers' visit intentions through Facebook e-WOM adoption. The outcomes of this study will be beneficial to internet community organizers in terms of better managing their websites for the aim of delivering relevant information. It would also benefit them in attracting users and, as a result, in paying advertisers. This research aids to the knowledge about the use of the content of Facebook e-WOM to help people decide whether or not to visit a certain destination. The major limitation is that this study is more inclined towards the destination visit intentions of travelers rather than actual visit behavior.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41598022","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The goal of this study was to investigate and evaluate the elements influencing consumers' perceptions of social media advertising. The study looks into the new media advertisement and its impacts on buying behaviour of customers. Confirmatory factor analysis has been used to evaluate the validity and reliability of the measures. Furthermore, Simple random sampling is used in the quantitative research methodology. Data was collected through questionnaire distributed among new media users. The properly framed questions in questionnaire was measured using a 5-point Likert scale. Total 359 sample size is used. Five factors like attention grabbing, entertainment, credibility, creative character traits, and emotional appeal have been used to assess the purchasing behaviour of new media consumers. The purpose of this research paper is to examine the influence of new media advertisement and its effect on their purchasing decision making process. The study findings indicate that new media advertisements have the most significant influence on buying behavior of alternatives within the purchase decision-making process. By aligning these findings with relevant theories from the theoretical framework, the author intends to offer valuable insights to the new media advertisement.
{"title":"New Media Advertisement and its Impact on Buying Behaviour and Purchase Decision","authors":"Vinod Bhatt, M. Jain","doi":"10.31620/jccc.06.23/13","DOIUrl":"https://doi.org/10.31620/jccc.06.23/13","url":null,"abstract":"The goal of this study was to investigate and evaluate the elements influencing consumers' perceptions of social media advertising. The study looks into the new media advertisement and its impacts on buying behaviour of customers. Confirmatory factor analysis has been used to evaluate the validity and reliability of the measures. Furthermore, Simple random sampling is used in the quantitative research methodology. Data was collected through questionnaire distributed among new media users. The properly framed questions in questionnaire was measured using a 5-point Likert scale. Total 359 sample size is used. Five factors like attention grabbing, entertainment, credibility, creative character traits, and emotional appeal have been used to assess the purchasing behaviour of new media consumers. The purpose of this research paper is to examine the influence of new media advertisement and its effect on their purchasing decision making process. The study findings indicate that new media advertisements have the most significant influence on buying behavior of alternatives within the purchase decision-making process. By aligning these findings with relevant theories from the theoretical framework, the author intends to offer valuable insights to the new media advertisement.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48878331","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Online reviews sufficiently influence the behavioural intention of the individual. The evolution of social media has added a new dimension to online reviews. The user can discuss the products and services or any brands with their networks through social media. The current study aims to identify the influence of information quality and information source credibility on information adoption from social media review platforms with the mediating role of information diagnosticity and information usefulness. The current study is a quantitative correlational study. Data were collected by conducting a survey on 225 Bangladeshi social media users, and all the data were analysed by SPSS and Smart-PLS software. The outcomes of the present study revealed that the association between information quality and source credibility with information adoption is mediated by information diagnosticity and information usefulness. The user would likely adopt the information if they can evaluate the information quality and information source credibility and perceive that information as useful and having the diagnostic ability. The current study contributes both theoretically and practically. From the theoretical perspective, this study contributes to a conceptual research framework that was developed by extending Information Adoption Model (IAM) by adding information diagnosticity. Practically, the findings contribute to both marketers and consumers by providing a clear understanding of the social media review and information. Finally, several limitations and future research directions were indicated at the end of the study.
{"title":"Factors Influencing the Information Adoption from Social Media review Platform: Extending Information Adoption Model (IAM) with Information Diagnosticity","authors":"Tariqul Islam, Siti Rahayu Hussin, Wong Foong Yee","doi":"10.31620/jccc.12.22/02","DOIUrl":"https://doi.org/10.31620/jccc.12.22/02","url":null,"abstract":"Online reviews sufficiently influence the behavioural intention of the individual. The evolution of social media has added a new dimension to online reviews. The user can discuss the products and services or any brands with their networks through social media. The current study aims to identify the influence of information quality and information source credibility on information adoption from social media review platforms with the mediating role of information diagnosticity and information usefulness. The current study is a quantitative correlational study. Data were collected by conducting a survey on 225 Bangladeshi social media users, and all the data were analysed by SPSS and Smart-PLS software. The outcomes of the present study revealed that the association between information quality and source credibility with information adoption is mediated by information diagnosticity and information usefulness. The user would likely adopt the information if they can evaluate the information quality and information source credibility and perceive that information as useful and having the diagnostic ability. The current study contributes both theoretically and practically. From the theoretical perspective, this study contributes to a conceptual research framework that was developed by extending Information Adoption Model (IAM) by adding information diagnosticity. Practically, the findings contribute to both marketers and consumers by providing a clear understanding of the social media review and information. Finally, several limitations and future research directions were indicated at the end of the study.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47983875","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Rahul Pratap Singh Kaurav, Di Virgilio F, Ruturaj Baber, S. Narula
A number of definitions of engagement in the academic literature has been given. Many scholars have explored various aspects related to engagement providing a number of insights among many disciplines.
{"title":"Editorial: Engaging Community through Content","authors":"Rahul Pratap Singh Kaurav, Di Virgilio F, Ruturaj Baber, S. Narula","doi":"10.31620/jccc.12.22/01","DOIUrl":"https://doi.org/10.31620/jccc.12.22/01","url":null,"abstract":"A number of definitions of engagement in the academic literature has been given. Many scholars have explored various aspects related to engagement providing a number of insights among many disciplines.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42899073","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study examines the predictors of environmentally responsible tourism behaviour during the COVID-19 pandemic. As the tourism industry keeps expanding and the effects of tourism on the environment become increasingly obvious, the idea of responsible tourism has received a lot of attention recently. Also, the COVID-19 outbreak, lead to a decrease in travel and a shift in consumer behaviour. This paper studies the impact of destination image, environmental concern and experience quality on environmentally responsible tourism behaviour. The study was performed using a cross-sectional survey with a 321 sample size and analysed using multiple regression. The study identified the advantageous and positive effects of destination image, environmental concern and experience quality on environmentally responsible tourism behaviour. This study can benefit destination managers and other tourism stakeholders to maintain the responsible behaviour of tourism among visitors.
{"title":"EXAMINING THE PREDICTORS OF ENVIRONMENTALLY RESPONSIBLE TOURISM BEHAVIOR DURING COVID- 19","authors":"Ruchika Kulshrestha, Ashutosh Pandey, M. Lata","doi":"10.31620/jccc.12.22/18","DOIUrl":"https://doi.org/10.31620/jccc.12.22/18","url":null,"abstract":"This study examines the predictors of environmentally responsible tourism behaviour during the COVID-19 pandemic. As the tourism industry keeps expanding and the effects of tourism on the environment become increasingly obvious, the idea of responsible tourism has received a lot of attention recently. Also, the COVID-19 outbreak, lead to a decrease in travel and a shift in consumer behaviour. This paper studies the impact of destination image, environmental concern and experience quality on environmentally responsible tourism behaviour. The study was performed using a cross-sectional survey with a 321 sample size and analysed using multiple regression. The study identified the advantageous and positive effects of destination image, environmental concern and experience quality on environmentally responsible tourism behaviour. This study can benefit destination managers and other tourism stakeholders to maintain the responsible behaviour of tourism among visitors.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48566589","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The study aims to find the surge in the interest in wellness that can be measured by the strength of the sentiment and find the hashtags that are playing a major trend on Twitter with the advent of the pandemic. To provide an original contribution to this research, around a hundred core hashtags related to the wellness industry are collected by taking advantage of the Twitter API, an application that helps to mine the data of billions of users and tweets, through ―Streaming API‖. The findings highlight that few hashtags highlight positive sentiment as well as stronger negative sentiment due to various factors. The study has applications that would be useful to marketers as this research opens a new direction regarding the hashtag of the Wellness industry.
{"title":"Understanding the Impact of Marketing Outcomes from the Hashtags of the Wellness Industry: Twitter Perspective","authors":"Prashant Chaudhary, Prabha Kiran, S. Shimpi","doi":"10.31620/jccc.12.22/08","DOIUrl":"https://doi.org/10.31620/jccc.12.22/08","url":null,"abstract":"The study aims to find the surge in the interest in wellness that can be measured by the strength of the sentiment and find the hashtags that are playing a major trend on Twitter with the advent of the pandemic. To provide an original contribution to this research, around a hundred core hashtags related to the wellness industry are collected by taking advantage of the Twitter API, an application that helps to mine the data of billions of users and tweets, through ―Streaming API‖. The findings highlight that few hashtags highlight positive sentiment as well as stronger negative sentiment due to various factors. The study has applications that would be useful to marketers as this research opens a new direction regarding the hashtag of the Wellness industry.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":"3 14","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41261208","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
John Mayer and Peter Salavoy devised the term ‗Emotional Intelligence‘ in 1990, later popularized by psychologist Daniel Goleman psychologist Daniel Goleman and popularized through his scholarly work Emotional Intelligence in 1995. Since then this term has fascinated the world. The Harvard Business Review of 2003 determined that 80% of competencies distinguishing the top performers from the rest were owing to their high emotional intelligence. A lot of research has been done in the area since the last decade of the twentieth century conferring Emotional Intelligence (EI) a superior position to its equally important counterpart, the Intelligence Quotient (IQ). The present study aims to map the growing research, spread across domains covering Emotional Intelligence as a central theme, through a review of published articles in the Scopus database. In all, 860 articles were retrieved and refined to take 680 final articles. The data extracted was analysed based on different bibliographic parameters was visualized with the help of VOS viewer. Based on the contributions made by the countries, Spain topped the list with 137 contributions whereas the US topped the list of total link strength (1892). The overly visualization of the authors‘ bibliographic coupling shows that the most substantial authors were Extremera N. (with 20 publications), Merida-Lopez S. (with 13 publications), and Brackett M. A. (with 10 publications). In contrast, emotional intelligence, stress, self-efficacy, burnout, academic achievement have been the most recurrently considered and referred concepts. The most significant and prominent journal has been Frontiers in Psychology and Teaching and Teacher Education in this field. Frontiers in Psychology‖, Sustainability (Switzerland), and ―International Journal of Environmental Research and Public Health‖ topped the list of the latest publications in this literature.
约翰·梅尔和彼得·萨拉沃伊于1990年发明了“情商”一词，后来由心理学家丹尼尔·戈尔曼推广，并于1995年通过他的学术著作《情商》推广。从那时起，这个词就吸引了全世界。2003年的《哈佛商业评论》（Harvard Business Review）确定，将表现最好的人与其他人区分开来，80%的能力是由于他们的高情商。自20世纪最后十年以来，该领域已经进行了大量研究，使情商（EI）比同等重要的智商（IQ）具有更高的地位。本研究旨在通过对Scopus数据库中发表的文章的回顾，绘制出这项不断增长的研究的地图，该研究涵盖了以情商为中心主题的各个领域。总共检索了860篇文章，并对其进行了提炼，最终得出680篇文章。基于不同的书目参数对提取的数据进行分析，并在VOS查看器的帮助下进行可视化。根据各国的贡献，西班牙以137项贡献位居榜首，而美国则以1892项贡献位居总联系强度榜首。对作者书目耦合的过度可视化表明，最重要的作者是Extremera N.（有20篇出版物）、Merida Lopez S.（有13篇出版物）和Brackett M.A.（有10篇出版物）。相比之下，情商、压力、自我效能、倦怠、学业成绩是最常被考虑和提及的概念。最重要和最突出的期刊是《心理学与教学与教师教育前沿》。《心理学前沿》、《可持续发展》（瑞士）和《国际环境研究与公共卫生杂志》位居该文献最新出版物榜首。
{"title":"Emotional Intelligence as Intangible Class Content for Effective Communication in Managing University Classes: A Bibliometrics Analysis","authors":"Narendra Kumar, R. Tandon, N. Misra","doi":"10.31620/jccc.12.22/03","DOIUrl":"https://doi.org/10.31620/jccc.12.22/03","url":null,"abstract":"John Mayer and Peter Salavoy devised the term ‗Emotional Intelligence‘ in 1990, later popularized by psychologist Daniel Goleman psychologist Daniel Goleman and popularized through his scholarly work Emotional Intelligence in 1995. Since then this term has fascinated the world. The Harvard Business Review of 2003 determined that 80% of competencies distinguishing the top performers from the rest were owing to their high emotional intelligence. A lot of research has been done in the area since the last decade of the twentieth century conferring Emotional Intelligence (EI) a superior position to its equally important counterpart, the Intelligence Quotient (IQ). The present study aims to map the growing research, spread across domains covering Emotional Intelligence as a central theme, through a review of published articles in the Scopus database. In all, 860 articles were retrieved and refined to take 680 final articles. The data extracted was analysed based on different bibliographic parameters was visualized with the help of VOS viewer. Based on the contributions made by the countries, Spain topped the list with 137 contributions whereas the US topped the list of total link strength (1892). The overly visualization of the authors‘ bibliographic coupling shows that the most substantial authors were Extremera N. (with 20 publications), Merida-Lopez S. (with 13 publications), and Brackett M. A. (with 10 publications). In contrast, emotional intelligence, stress, self-efficacy, burnout, academic achievement have been the most recurrently considered and referred concepts. The most significant and prominent journal has been Frontiers in Psychology and Teaching and Teacher Education in this field. Frontiers in Psychology‖, Sustainability (Switzerland), and ―International Journal of Environmental Research and Public Health‖ topped the list of the latest publications in this literature.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45149025","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The increasing competition in higher education institutions has made brand awareness an integral part of their marketing activity, to increase the student enrollment rate. The study investigates the factors of brand awareness and its relationship with each stage of a student’s enrolment decision process, keeping the student’s gender as a moderator. Primary and secondary sources were used to do the research. A structured questionnaire was framed and data was collected from 1000 students from management colleges and schools. Factor analysis, Structural equation modelling and moderation analysis are used in the study. The finding reveals that there is a relationship between brand awareness and students' decision-making process. Even when a student’s gender is acting as a moderator, the impact of factors of brand awareness can be seen at each stage of the decision-making process. All five hypotheses were accepted. Factors of brand awareness were identified. These factors showed a significant impact on students' enrolment decision process, even when moderated by students’ gender. The article contributes to understanding the role of brand awareness in each stage of enrollment in students’ decision-making for higher education institutions. These institutions should focus more on brand awareness programs as it may result in an increase in student enrollment numbers for a higher education institutions.
{"title":"IMPACT OF BRAND AWARENESS ON ENROLLMENT DECISION PROCESS MODERATED BY STUDENTS GENDER FOR HEI","authors":"Sailaja Bohara, P. Suri, Diksha Panwar","doi":"10.31620/jccc.06.22/16","DOIUrl":"https://doi.org/10.31620/jccc.06.22/16","url":null,"abstract":"The increasing competition in higher education institutions has made brand awareness an integral part of their marketing activity, to increase the student enrollment rate. The study investigates the factors of brand awareness and its relationship with each stage of a student’s enrolment decision process, keeping the student’s gender as a moderator. Primary and secondary sources were used to do the research. A structured questionnaire was framed and data was collected from 1000 students from management colleges and schools. Factor analysis, Structural equation modelling and moderation analysis are used in the study. The finding reveals that there is a relationship between brand awareness and students' decision-making process. Even when a student’s gender is acting as a moderator, the impact of factors of brand awareness can be seen at each stage of the decision-making process. All five hypotheses were accepted. Factors of brand awareness were identified. These factors showed a significant impact on students' enrolment decision process, even when moderated by students’ gender. The article contributes to understanding the role of brand awareness in each stage of enrollment in students’ decision-making for higher education institutions. These institutions should focus more on brand awareness programs as it may result in an increase in student enrollment numbers for a higher education institutions.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48102412","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Globalization as well as digitalization is changing not only the business formats but also the environmental scenario of this planet. It is quite imperative to move society towards sustainable consumption. As social networking sites are believed to be capable of influencing users’ perspectives, their role in creating sustainable consumption intentions must be explored. This research, thus, explores the impact of Environmental Awareness via Social Networking Sites (SNSs) and Environmental Concerns on Green Product Purchase Intention i.e. sustainable consumption intention. It also strives to uncover reasons for and against the green consumption of millennials. A total of 300 questionnaires were administered to students and young professionals of North Indian Tier-2 cities, out of which 281 were found to be complete and relevant for the study. The data analysis was done using the IBM SPSS Statistics v25 and IBM SPSS Amos v22 to explore the impact of Environmental Awareness via Social Media and Environmental Concerns on Green Product Purchase Intention. The results demonstrate that environmental concern as well as environmental awareness via SNSs have a significant impact on green product purchase intention. The study also highlights environmental sustainability (concern) and personal consciousness as reasons for green consumption and Unavailability is a reason against it regarding millennials. Moreover, the study suggests the tested variables to be considered for theory building or modification of existing ones like the Theory of Planned Behaviour, Technology Acceptance Model, etc.
{"title":"DOES ENVIRONMENTAL AWARENESS VIA SNSS CREATE SUSTAINABLE CONSUMPTION INTENTION AMONG THE MILLENNIALS?","authors":"Mohd Salman Shamsi, S. Narula, Anshuman Sharma","doi":"10.31620/jccc.06.22/08","DOIUrl":"https://doi.org/10.31620/jccc.06.22/08","url":null,"abstract":"Globalization as well as digitalization is changing not only the business formats but also the environmental scenario of this planet. It is quite imperative to move society towards sustainable consumption. As social networking sites are believed to be capable of influencing users’ perspectives, their role in creating sustainable consumption intentions must be explored. This research, thus, explores the impact of Environmental Awareness via Social Networking Sites (SNSs) and Environmental Concerns on Green Product Purchase Intention i.e. sustainable consumption intention. It also strives to uncover reasons for and against the green consumption of millennials. A total of 300 questionnaires were administered to students and young professionals of North Indian Tier-2 cities, out of which 281 were found to be complete and relevant for the study. The data analysis was done using the IBM SPSS Statistics v25 and IBM SPSS Amos v22 to explore the impact of Environmental Awareness via Social Media and Environmental Concerns on Green Product Purchase Intention. The results demonstrate that environmental concern as well as environmental awareness via SNSs have a significant impact on green product purchase intention. The study also highlights environmental sustainability (concern) and personal consciousness as reasons for green consumption and Unavailability is a reason against it regarding millennials. Moreover, the study suggests the tested variables to be considered for theory building or modification of existing ones like the Theory of Planned Behaviour, Technology Acceptance Model, etc.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42365325","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In the digital age, electronic word-of-mouth (eWOM) communication has grown to be the most powerful influence on customer behaviour. However, the growing body of evidence raises concerns about credibility and eWOM quality. Various factors related to the source, message, medium and receiver of eWOM were collected by an extensive literature review. Aiming to synthesise existing research, this study seeks to determine the factors that contribute to eWOM's success as a wholesome construct. It also operationalises eWOM's measure. The research design of this study is quantitative and uses a structured questionnaire to collect data from eWOM givers and seekers in the online environment. The scale items were gathered from previous research and tested for dimensionality using „Factor Analysis‟ to validate the eWOM construct. There is evidence to show that eWOM effectiveness can be measured to determine purchase intention. E-commerce has developed rapidly, and it is time to take advantage of this growth by measuring the eWOM construct comprehensively from a customer‟s perspective.
{"title":"EXAMINING THE EFFECT OF ELECTRONIC WORD OF MOUTH (EWOM) COMMUNICATION ON PURCHASE INTENTION: A QUANTITATIVE APPROACH","authors":"A. Rani, Mercy Toni, H. N. Shivaprasad","doi":"10.31620/jccc.06.22/10","DOIUrl":"https://doi.org/10.31620/jccc.06.22/10","url":null,"abstract":"In the digital age, electronic word-of-mouth (eWOM) communication has grown to be the most powerful influence on customer behaviour. However, the growing body of evidence raises concerns about credibility and eWOM quality. Various factors related to the source, message, medium and receiver of eWOM were collected by an extensive literature review. Aiming to synthesise existing research, this study seeks to determine the factors that contribute to eWOM's success as a wholesome construct. It also operationalises eWOM's measure. The research design of this study is quantitative and uses a structured questionnaire to collect data from eWOM givers and seekers in the online environment. The scale items were gathered from previous research and tested for dimensionality using „Factor Analysis‟ to validate the eWOM construct. There is evidence to show that eWOM effectiveness can be measured to determine purchase intention. E-commerce has developed rapidly, and it is time to take advantage of this growth by measuring the eWOM construct comprehensively from a customer‟s perspective.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46160074","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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