Text me on WhatsApp, let us talk about brands! The power of mobile word of mouth on mobile purchase intention
Özet
The aim of this research is to examine the impacts of MWOM conversations in mobile messaging applications on mobile purchase intention. With this purpose, we developed a conceptual model based on the information acceptance model (IACM). Data collected from 385 participants were analysed using structural equation modelling (SEM). The results support the proposed model and provide both theoretical and practical implications for marketers. This study demonstrates that MWOM in messaging applications has a significant positive impact on mobile purchase intention, which in turn affects both social commerce intention and offline purchase intention. Copyright © 2019 Inderscience Enterprises Ltd.
