The Influence of Electronic Word of Mouth in Social Media on Yemeni Consumers' Purchase Intentions

As a leading source of consumer knowledge, eWOM has been expanding and diversifying across various formats and platforms; yet social media has proven to be an especially effective platform for eWOM and remains one of the most significant sources of information. This study, therefore, reinforces the...

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Published in:مجلة العلوم التربوية والدراسات الإنسانية سلسلة الآداب والعلوم التربوية والإنسانية والتطبيقية no. 48; pp. 911 - 936
Main Authors: Ali, Omar Hasan Mansoor, Al-Maqtari, Aayed Qassem Hassan
Format: Journal Article
Language:English
Published: جامعة تعز فرع التربة - دائرة الدراسات العليا والبحث العلمي 30.07.2025
Taez University
Subjects:
electronic word of mouth (eWOM)
eWOM in SM
Purchase intention
social media
السلوك المستهلك
الكلمة المنطوقة الإلكترونية
المستهلكون اليمنيون
شبكات التواصل الاجتماعي
ISSN:2617-5908, 2709-0302
Online Access:Get full text
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Summary:As a leading source of consumer knowledge, eWOM has been expanding and diversifying across various formats and platforms; yet social media has proven to be an especially effective platform for eWOM and remains one of the most significant sources of information. This study, therefore, reinforces the existing body of knowledge related to the impact of eWOM on consumer purchasing intentions in least developed countries. The main purpose of this study is to investigate the influence of eWOM in SM determinants (i.e., altruism, tie strength, information credibility, needs of information, attitude towards information, and information adoption) on purchase intentions. To do so, the study employed convenience sampling, concentrating on Yemeni participants aged (18) and above who engage in social media. Online survey invitations were disseminated over various social media platforms. A total of 428 questionnaires were collected; yet only (344) were usable for statistical analysis using SPSS (27) and Jamovi (2.3). The findings indicated that Yemeni consumers demonstrated favourable impressions of eWOM in SM and recognised its significant role in altering their purchase intentions. The results of path analysis within the SEM indicated that altruism, needs of information, attitudes towards information, and information adoption exert positive effects on purchase intentions.
ISSN:2617-5908
2709-0302
DOI:10.55074/hesj.vi48.1514