FROM EXPERIENCE TO INFLUENCE: POSITIVE CONTRIBUTION OF ELECTRONIC WORD-OF-MOUTH (EWOM) TOWARDS DERMAGS PRODUCT

Norbazilah SAKRI; Norzaidahwati ZAIDIN; Mohd AUZA’E ARSHAD; Faruk MUHAMMAD

doi:10.24193/subbnegotia.2019.1.02

Authors

Norbazilah SAKRI Azman Hashim International Business School, Universiti Teknologi Malaysia. *Corresponding author, bazzelahsakri@gmail.com
Norzaidahwati ZAIDIN Azman Hashim International Business School, Universiti Teknologi Malaysia, nzw@utm.my
Mohd AUZA’E ARSHAD Azman Hashim International Business School, Universiti Teknologi Malaysia, auzae89@yahoo.com.my https://orcid.org/0000-0003-2478-6821
Faruk MUHAMMAD Language Academy, Universiti Teknologi Malaysia, m-faruk@utm.my

DOI:

https://doi.org/10.24193/subbnegotia.2019.1.02

Keywords:

Social Condition, personal condition, consumption-based condition, resources-based condition, electronic word-of-mouth, intention to share.

Abstract

Purpose: The purpose of this paper is to better understand the critical components of mobile viral marketing strategies. A conceptual model is proposed and empirically tested the grounded theory of social conditions, attitudinal conditions, personal conditions, consumption conditions and resource-based conditions influence consumers’ intention involve in eWOM via social media. Methodology: A questionnaire survey was administered to 150 DERMAGs consumers. Regression analysis was used to analyze the data and test the hypotheses that alliance intention to viral and the grounded theory attributes. Findings: The postulated relationships were found supported by the data. The research found that personal conditions, consumption-based condition and resource-based conditions were positively influenced customers to share experience after consuming to others. Practical Implication: This research presents a conceptually yet empirically supported framework to describe the relationship between three factors of grounded theory and sharing intention. The study is particularly useful for beauty companies to further their effort on brand awareness and increase the advertisement and promotion in order to alleviate the product recognition. Social Implication: This paper gives valuable reference to marketers of the beauty companies to engage in social media, increase the promotional strategies, focuses on the customer relationship and strengthen customers confident on the product by educating them.

JEL Classification: M31

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