The Mediating Effect of E-WOM on the Relationship Between Digital Marketing Activities and Intention to Buy Via Shopee

International Journal of Behavioral Analytics, 2(2), 1–13, 2022

13 Pages Posted: 8 Apr 2022

See all articles by Woraporn Napawut

Woraporn Napawut

City University, Malaysia

Supaprawat Siripipatthanakul

Manipal GlobalNxt University, Malaysia (MGNU); Bangkok Thonburi University, Thailand

Bordin Phayaphrom

ADVEX Management School; Asia eLearning Management Center, Singapore; Manipal GlobalNxt University

Sutithep Siripipattanakul

Faculty of Education, Kasetsart University, Thailand

Pongsakorn Limna

Independent Researcher; Rangsit University; Unitar International University

Date Written: March 2022

Abstract

This study examines the mediating role of electronic word of mouth (E-WOM) on the relationship between digital marketing activities and intention to buy among Shopee’s customers in Thailand. Digital marketing activities comprise content marketing and electronic promotion (E-Promotion). The online questionnaires of four hundred and twenty-five (425) Shopee’s customers in Thailand were employed for the quantitative study through convenience sampling. The collected data were analysed using the SPSS Version 27 and PLS-SEM program. The results show that E-Promotion can explain E-WOM better than content marketing. E-WOM is significantly influencing customers’ intention to buy. Moreover, E-WOM is a significant mediator between digital marketing activities (content marketing and E-Promotion) and customers’ intention to buy via the Shopee platform in Thailand. Digital marketers should consider content marketing and E-Promotion because these factors significantly influence E-WOM and indirectly affect customers’ intention to buy via Shopee. The recommendation is to expand more sampling to study other online marketplaces. Therefore, the customers’ intention to buy is related to digital marketing and a growing trend in this sector

Keywords: content marketing, E-WOM, E-Promotion, intention to buy, Shopee

Suggested Citation

Napawut, Woraporn and Siripipatthanakul, Supaprawat and Phayaphrom, Bordin and Siripipattanakul, Sutithep and Limna, Pongsakorn, The Mediating Effect of E-WOM on the Relationship Between Digital Marketing Activities and Intention to Buy Via Shopee (March 2022). International Journal of Behavioral Analytics, 2(2), 1–13, 2022, Available at SSRN: https://ssrn.com/abstract=4047441

Woraporn Napawut (Contact Author)

City University, Malaysia ( email )

U No, Menara City, 8, Jalan 51a/223, Seksyen 51a,
Petaling Jaya, Selangor 46100
Malaysia

Supaprawat Siripipatthanakul

Manipal GlobalNxt University, Malaysia (MGNU)

Jalan BBN 1/7, 71800 Nilai, Negeri Sembilan
Malaysia

Bangkok Thonburi University, Thailand

F16/10 Leabklongtaweewatana Rd., Khet Taweewatana
Bangkok 10170
Thailand

Bordin Phayaphrom

ADVEX Management School ( email )

D204 Level 2 Thanya Park
735/4 Srinakarin Rd. Suanluang
Suanluang, Bangkok 10250
Thailand
021143748 (Phone)

Asia eLearning Management Center, Singapore ( email )

531A Upper Cross Street #04-95
Hong Lim Complex
Singapore, Singapore 051531
Singapore
+6531593554 (Phone)

HOME PAGE: http://www.aemcenter.school

Manipal GlobalNxt University ( email )

Malaysia
Kuala Lumpur
Malaysia
+60 67989231 (Phone)

Sutithep Siripipattanakul

Faculty of Education, Kasetsart University, Thailand ( email )

50 Ngam Wong Wan Rd, Lat Yao Chatuchak
Bangkok 10900
Thailand

Pongsakorn Limna

Independent Researcher ( email )

Krabi
Thailand

Rangsit University ( email )

52/347 Colonel Thaksin Lak Hok
Pathum Thani
Thailand

Unitar International University ( email )

Petaling Jaya
Malaysia

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