The Impact of Placing Electronic Word of Mouth on Instagram on Consumers’ Purchase Intention: Case Study of Food Products in the Kingdom of Saudi Arabia

Abstract

Social media networks like Instagram, Facebook, Twitter, and LinkedIn, present promising opportunities for facilitating usability of e-WOM as a rising purchase decision-making tool. In tandem, this study aimed at looking into the impact of placing the e-WOM on Instagram on consumers’ purchase intention to food products in the KSA with a focus on purchase intention and decision. A quantitative research strategy was adopted through the survey method, where questionnaires were distributed through online survey-monkey to Instagram subscribers and dwellers of the KSA. Descriptive and inferential statistical data analyses were applied to generate useful information, and a documentary review was performed to supplement the primary findings. This study established that characteristics of e-WOM, attributes of the e-WOM reviewer, characteristics of social media site for e-WOM, demographic aspects of consumer, and reputation of the brand, influence effectiveness of e-WOM and customer purchase intention and decision on products. Significantly, it was established that quality, quantity, recency, and consistency, of e-WOM impact customer purchase intention and purchase decision towards food products. Nevertheless, it was ascertained that most respondents trust e-WOM as an objective and effective purchase decision-making tool. However, this study was conducted in the KSA and majorly employed quantitative rather than mixed-methods methodology, thus limiting its generalizability.

This study originates from the need to improve marketing strategies given the growth of social media marketing against traditional marketing. Likewise, it adds value to existing knowledge about marketing practice and recommends further research in comparing the impact of e-WOM on customer purchase intention, decision, experience, and loyalty, across various social media sites and different nations for the generalized understanding of e-WOM as a marketing tool.