Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach

AL Nefaie, M, Khan, S and Muthaly, S 2019, 'Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach', International Journal of Business Forecasting and Marketing Intelligence, vol. 5, no. 1, pp. 1-22.


Document type: Journal Article
Collection: Journal Articles

Title Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach
Author(s) AL Nefaie, M
Khan, S
Muthaly, S
Year 2019
Journal name International Journal of Business Forecasting and Marketing Intelligence
Volume number 5
Issue number 1
Start page 1
End page 22
Total pages 22
Publisher Inderscience
Abstract This study seeks to investigate the appropriateness of an eclectic model based on factors that influence Saudi consumers' electronic word of mouth (eWOM)-seeking intentions on bloggers' YouTube channels. There is a lack of understanding about eWOM-seekers' motivations for engaging in this behaviour. This study focuses on utilitarian and hedonic motivations and explores the factors related to the social and cultural elements that influence eWOM-seeking intentions. The study implements a two-phase mixed-method approach, including a qualitative and observational netnographic method. An online questionnaire is used to test the relationships among the variables in the study's conceptual framework. A total of 210 usable responses to the questionnaire were received. The data was analysed using the partial least squares (PLS) technique. The findings indicate that the availability of information and purchasing intentions developed through utilitarian motivations have the most significant influence on eWOM-seeking intentions. The managerial implications and limitations of this study and recommendations for future study are given in the conclusion hereto.
Subject Consumer-Oriented Product or Service Development
Keyword(s) social media sites
SMSs
utilitarian and hedonic motivations
seeking intention
fashion industry
Saudi Arabia
electronic word of mouth
eWOM
DOI - identifier 10.1504/IJBFMI.2019.099000
Copyright notice Copyright © 2019 Inderscience Enterprises Ltd.
ISSN 1744-6635
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Created: Mon, 29 Apr 2019, 13:04:00 EST by Catalyst Administrator
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