Influence of electronic word of mouth on purchase intention of mobile phones through information quality: empirical evidence from Pakistan

Abstract

This study aims to investigate the structural effects of electronic word of mouth valence on consumers' online purchase intention in smartphone brands concerning consumer-generated content of the communication. It also studied the mediating effect of initial brand trust between the associations of corresponding factors. The data was collected from the students of public and private universities in Metropolitan City Lahore using a structured questionnaire. The electronic word of mouth positive valence has a negative connection with initial brand trust and consumers' purchase intention. The initial brand trust positively affects consumers' purchase intention. Contrary to this, the electronic word of mouth negative valence does not influence initial brand trust and consumers' purchase intention. The study provides directions to marketing managers developing digital marketing strategies, and firms can affect consumers to write online product reviews, rich media reviews in building actionable marketing strategies.