The impact of electronic word-of-mouth (EWOM) on youtube on customer purchase intention - A case study of cosmetic products in Ho Chi Minh city
Abstract
Nowadays, social media websites have a daily presence in people‘s life. Facebook, Twitter and YouTube represent the most global social media platforms, having a monthly access rate of hundreds of millions.
Many brands try to use these social media platforms, but in many cases they are not doing it in a correct way, or even sometimes they are not using the most adequate social platform for the communication objectives they are trying to accomplish.
Having this in mind, this thesis wants to contribute for further investigation of social media and also the cosmetic industry in Viet Nam. Particularly, this research quantitatively studies the impact of characteristics of eWOM information through cosmetic reviews on Youtube and the behaviors of consumers towards the eWOM information on customer purchase intention with the mediator role of information usefulness and information adoption. The survey questionnaire collected the primary data in with a stratified random sampling method. The structural equation modeling (SEM) is mainly applied. The results showed that all two independent variables, namely information quality (IQU) and attitude towards information (ATI) of reviews on Youtube had a positive effect on their perception about usefulness of information (IUS) and on purchase intention (PIN).The study‘s findings can help managers in cosmetic industry to utilize effectively Youtube channel in their digital marketing activities and then building their strong reputation, adapting the customer‘s satisfaction and boosting the sales. And thereby this research adds to existing knowledge on the exact workings of interpersonal influence online in this particular context.
Keywords: Electronic Word-of-Mouth (eWOM), Attitude towards information, Information usefulness, Information adoption, Cosmetic reviews on Youtube, Purchase intention