The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis

By Elvira R. Ismagilova, Emma L. Slade, Nripendra P. Rana, Yogesh Kumar Dwivedi. Information Systems Frontiers, 2019

449 citations recorded by the source corpus.

The aim of this research is to synthesise findings from previous studies by employing weight and meta-analysis to reconcile conflicting evidence and draw a “big picture” of eWOM factors influencing consumers’ intention to buy. By using the findings from 69 studies, this research identified best (e.g. argument quality, valence, eWOM usefulness, trust in message), promising (e.g. eWOM credibility, emotional trust, attitude towards website) and least effective (e.g. volume, existing eWOM, source credibility) predictors of intention to buy in eWOM research. Additionally, the effect size of each predictor was calculated by performing meta-analysis. For academics, understanding what influences consumers’ intention to buy will help set the agenda for future research directions; for practitioners, it will provide benefit in terms of practical guidance based on detailed analysis of specific factors influencing consumers’ intention to buy, which could enhance their marketing activities.

Subfields: Information Systems and Management, Sociology and Political Science, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/7453c12d2b496c80deeab61efc9d300c17d2c343

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Citations in the corpus

Consumer Acceptance and Use of Information Technology: A Meta-Analytic Evaluation of UTAUT2 (2020, unknown): “This study employed combination of two highly compatible techniques such as “systematic review” and “meta-analysis”, which when used in tandem can provide a powerful, scientific approach for research synthesis in analysing previous studies that utilized UTAUT2 model (Ismagilova et al. 2019; Littell ”
Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, background): “Given the increasing importance of social media as a communications medium, this contribution reflects on the challenges associated with developing a coherent body of theoretically grounded knowledge in social media marketing that can also inform practice and offers proposals for future research.”