Universiti Teknologi Malaysia Institutional Repository

From experience to influence: positive contribution of electronic Word‐of‐Mouth (eWOM) towards DERMAGs product

Sakri, Norbazilah and Zaidin, Norzaidahwati and Arshad, Mohd. Auza’e and Muhammad, Faruk (2019) From experience to influence: positive contribution of electronic Word‐of‐Mouth (eWOM) towards DERMAGs product. Studia Negotia, NA (1). pp. 39-58. ISSN 1224-8738

Full text not available from this repository.

Official URL: http://dx.doi.org/10.24193/subbnegotia.2019.1.02


Purpose: The purpose of this paper is to better understand the critical components of mobile viral marketing strategies. A conceptual model is proposed and empirically tested the grounded theory of social conditions, attitudinal conditions, personal conditions, consumption conditions and resource-based conditions influence consumers’ intention involve in eWOM via social media. Methodology: A questionnaire survey was administered to 150 DERMAGs consumers. Regression analysis was used to analyze the data and test the hypotheses that alliance intention to viral and the grounded theory attributes. Findings: The postulated relationships were found supported by the data. The research found that personal conditions, consumption-based condition and resource-based conditions were positively influenced customers to share experience after consuming to others. Practical Implication: This research presents a conceptually yet empirically supported framework to describe the relationship between three factors of grounded theory and sharing intention. The study is particularly useful for beauty companies to further their effort on brand awareness and increase the advertisement and promotion in order to alleviate the product recognition. Social Implication: This paper gives valuable reference to marketers of the beauty companies to engage in social media, increase the promotional strategies, focuses on the customer relationship and strengthen customers confident on the product by educating them.

Item Type:Article
Uncontrolled Keywords:social condition, personal condition, consumption-based condition, resources-based condition, electronic word-of-mouth, intention to share
Subjects:H Social Sciences > HF Commerce
Divisions:International Business School
ID Code:97127
Deposited By: Yanti Mohd Shah
Deposited On:13 Sep 2022 16:24
Last Modified:13 Sep 2022 16:24

Repository Staff Only: item control page