Examining the Influence of Customer-to-Customer Electronic Word of Mouth on Purchase Intention in Social Networking Sites

Abstract

This paper discusses factors that drive perception of eWOM usefulness. Quantitative approach was employed for this research. Respondents were individuals who have made an online purchase using Instagram as its platform. The finding suggest that both perceived persuasiveness and source trustworthiness are significant predictors of e-WOM usefulness. Secondly, source trustworthiness was shown to have a significant positive impact on e-WOM credibility.