Electronic Word-of-Mouth (E-Wom) and Its Impact on Customer Trust and Buying Decisions in Social Commerce

Abstract

In the contemporary digital landscape, the widespread adoption of online shopping can be attributed to its transactional convenience and efficient delivery systems. The pervasive utilization of social media platforms such as Facebook, Twitter, and Instagram provide valuable insights into customer engagement behaviors within these domains. As the realm of social commerce continues to expand, the phenomenon of electronic word-of-mouth (e-WOM) has emerged as a critical factor influencing consumer purchasing decisions. The evolution of social media has empowered online users to effortlessly create and share reviews and recommendations, extending to brand endorsements through e-WOM, thereby minimizing both physical and psychological purchase barriers. This study adopts an empirical approach, employing a survey-based methodology involving 252 respondents selected through purposive sampling techniques. The participant pool, consisting of individuals aged 18 and above, encompasses active users of Facebook, Snapchat, and Instagram. This research aims to contribute to the existing literature by investigating electronic word-of-mouth (e-WoM) and its impact on customer trust and buying decisions in social commerce. The findings reveal that consumer trust serves as a mediating factor between e-WOM and the consumer's intention to make purchases on social media platforms.

Keywords: Electronic Word-of-Mouth (e-WOM), Customer Trust, Buying Decision