Consumers are increasingly seeking information through Social Media (SM) platforms to guide their... more Consumers are increasingly seeking information through Social Media (SM) platforms to guide their future purchasing decisions. Electronic Word-of-Mouth (eWOM) through the ever popular SM, especially among young consumers, can have great influence on consumers’ perception and buying intention. In this paper, we analyze consumer behavior of university students in Lebanon through studying the effect of their SM habits and impact of eWOM on their purchase habits and intentions. SM considered Facebook, Twitter, Instagram, and Snapchat; eWOM refers to recommendations by friends and experts. A conceptual model is presented and tested empirically taking advantage of data collected from different universities. The model tests the mediating effects of eWOM on the relationship between SM usage of students on their purchase intentions of products discussed on SM platforms by friends and experts. A sample of 200 university students in Lebanon who responded to an online survey is used to examine ...
Canadian Institute for Knowledge Development (CIKD)
Consumers are increasingly seeking information through Social Media (SM) platforms to
guide their... more Consumers are increasingly seeking information through Social Media (SM) platforms to guide their future purchasing decisions. Electronic Word-of-Mouth (eWOM) through the ever popular SM, especially among young consumers, can have great influence on consumers’ perception and buying intention. In this paper, we analyze consumer behavior of university students in Lebanon through studying the effect of their SM habits and impact of eWOM on their purchase habits and intentions. SM considered Facebook, Twitter, Instagram, and Snapchat; eWOM refers to recommendations by friends and experts. A conceptual model is presented and tested empirically taking advantage of data collected from different universities. The model tests the mediating effects of eWOM on the relationship between SM usage of students on their purchase intentions of products discussed on SM platforms by friends and experts. A sample of 200 university students in Lebanon who responded to an online survey is used to examine proposal model. Partial least square structural equation modeling (PLS-SEM) through the Smart PLS3 software is used to analyze survey data. The preliminary results support the hypothesis that the more time students spend on SM, the more likely they will be influenced by e-WOM by friends and experts which in turn might influence their buying intentions.
Consumers are increasingly seeking information through Social Media (SM) platforms to guide their... more Consumers are increasingly seeking information through Social Media (SM) platforms to guide their future purchasing decisions. Electronic Word-of-Mouth (eWOM) through the ever popular SM, especially among young consumers, can have great influence on consumers’ perception and buying intention. In this paper, we analyze consumer behavior of university students in Lebanon through studying the effect of their SM habits and impact of eWOM on their purchase habits and intentions. SM considered Facebook, Twitter, Instagram, and Snapchat; eWOM refers to recommendations by friends and experts. A conceptual model is presented and tested empirically taking advantage of data collected from different universities. The model tests the mediating effects of eWOM on the relationship between SM usage of students on their purchase intentions of products discussed on SM platforms by friends and experts. A sample of 200 university students in Lebanon who responded to an online survey is used to examine ...
Canadian Institute for Knowledge Development (CIKD)
Consumers are increasingly seeking information through Social Media (SM) platforms to
guide their... more Consumers are increasingly seeking information through Social Media (SM) platforms to guide their future purchasing decisions. Electronic Word-of-Mouth (eWOM) through the ever popular SM, especially among young consumers, can have great influence on consumers’ perception and buying intention. In this paper, we analyze consumer behavior of university students in Lebanon through studying the effect of their SM habits and impact of eWOM on their purchase habits and intentions. SM considered Facebook, Twitter, Instagram, and Snapchat; eWOM refers to recommendations by friends and experts. A conceptual model is presented and tested empirically taking advantage of data collected from different universities. The model tests the mediating effects of eWOM on the relationship between SM usage of students on their purchase intentions of products discussed on SM platforms by friends and experts. A sample of 200 university students in Lebanon who responded to an online survey is used to examine proposal model. Partial least square structural equation modeling (PLS-SEM) through the Smart PLS3 software is used to analyze survey data. The preliminary results support the hypothesis that the more time students spend on SM, the more likely they will be influenced by e-WOM by friends and experts which in turn might influence their buying intentions.
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guide their future purchasing decisions. Electronic Word-of-Mouth (eWOM) through the
ever popular SM, especially among young consumers, can have great influence on
consumers’ perception and buying intention. In this paper, we analyze consumer behavior of
university students in Lebanon through studying the effect of their SM habits and impact of
eWOM on their purchase habits and intentions. SM considered Facebook, Twitter, Instagram,
and Snapchat; eWOM refers to recommendations by friends and experts. A conceptual model
is presented and tested empirically taking advantage of data collected from different
universities. The model tests the mediating effects of eWOM on the relationship between SM
usage of students on their purchase intentions of products discussed on SM platforms by
friends and experts. A sample of 200 university students in Lebanon who responded to an
online survey is used to examine proposal model. Partial least square structural equation
modeling (PLS-SEM) through the Smart PLS3 software is used to analyze survey data. The
preliminary results support the hypothesis that the more time students spend on SM, the more
likely they will be influenced by e-WOM by friends and experts which in turn might
influence their buying intentions.
guide their future purchasing decisions. Electronic Word-of-Mouth (eWOM) through the
ever popular SM, especially among young consumers, can have great influence on
consumers’ perception and buying intention. In this paper, we analyze consumer behavior of
university students in Lebanon through studying the effect of their SM habits and impact of
eWOM on their purchase habits and intentions. SM considered Facebook, Twitter, Instagram,
and Snapchat; eWOM refers to recommendations by friends and experts. A conceptual model
is presented and tested empirically taking advantage of data collected from different
universities. The model tests the mediating effects of eWOM on the relationship between SM
usage of students on their purchase intentions of products discussed on SM platforms by
friends and experts. A sample of 200 university students in Lebanon who responded to an
online survey is used to examine proposal model. Partial least square structural equation
modeling (PLS-SEM) through the Smart PLS3 software is used to analyze survey data. The
preliminary results support the hypothesis that the more time students spend on SM, the more
likely they will be influenced by e-WOM by friends and experts which in turn might
influence their buying intentions.