Role of electronic word of mouth (e-WOM) in evaluation of alternatives for consumer decision making

  • Hafiza Saira Atta, Dr. Ayesha Shoukat, Dr. Muhammad Arif, Dr. Hebah Jamal, Muhammad Rizwan


Electronic word of mouth (e-WOM) has achieved a considerable attention in business and academics because of the growing engagement of consumers and businesses in social media. Consumers use e-WOM communication on the various stages of consumer decision making process. The present study aims to identify the key characteristics of e-WOM regarding information adoption in evaluation of alternatives. To achieve this, a conceptual framework was developed based on the information adoption model. This model can help understand the various factors that can help explaining the role of information adopted via e-WOM for the evaluation of alternatives. The structural equation model examines the relationship by using attitude about e-WOM as a moderator for the relationship between the information usefulness and message informativeness and source credibility. A sample of 409 respondents was used for the data collection. The findings culminated that message informativeness, source credibility, perceived information usefulness, attitude about e-WOM were key factors that creates significant impact on information adoption. It has also been viewed that, source credibility has the more significant influence on information adoption in evaluation of alternative than message informativeness. This study will guide the prospective customers regarding buying behaviour more accurately and facilitates practitioners to amend their e-WOM media strategies.