Examining the Impact of the Influential Factors of Customer Purchase Intentions: The Mediating Role of Electronic Word-of-Mouth

Abstract

The purpose of the study is to navigate the role of electronic word of mouth (EWOM) assessing variables (digital marketing,
social networking, content marketing and online customer reviewer) how these IV influence customer purchase intensions of target
customers in online and offline platform. Relevant literatures regarding role of EWOM are reviewed with relevant theories and
market analysis. Thereafter, it opened a new horizon of future research scope. It is found that 74.9% of the variance in dependent
variable is defined by independent variable of the model framework and SEM analysis and showing high and robust explanatory
ability. Customer loyalty programs are sustained through extensive customer research online. The research will aid in future how
mediating variable EWOM mediates customer purchase intension in some point of credibility on online market, consumer
adaptation, brand reliability, and conducting peer group influence to buy products and receive services. The present findings of the
study opens a new platform of consumer open forum discussion regarding products and services that are most sale of the market,
customer opinions, sharing of experiences, spreading of negative messages to a variety of social media platforms. Firstly, data
collected from well-educated participants who responded on the survey. Secondly, the generations and age group targeted would be
greater in future. Future research could be conducted based on positive and negative customer review on online platform, online
payment and buying intentions, brand image and brand bridging with EWOM. Companies now are responding quickly to their
customers’ problems and managing their brand image through extensive delivery of post purchase services to loyal customers and
regular customers analyzing open forum research of social media. The research will aid in future how mediating variable EWOM
mediates customer purchase intension in some point of credibility on online market, consumer adaptation, brand reliability, and
conducting peer group influence to buy products and receive services. This research examined how EWOM lead the market through
variable mentioned in the paper.