Electronic Word-of-Mouth (e-WOM) and Its Impact on Customer Trust and Buying Decisions In Social Commerce


Kanimozhi G.
Sengottuvel. C


In the contemporary digital landscape, the widespread adoption of online shopping can be attributed to its transactional convenience and efficient delivery systems. The pervasive utilization of social media platforms such as Facebook, Twitter, and Instagram provide valuable insights into customer engagement behaviors within these domains. As the realm of social commerce continues to expand, the phenomenon of electronic word-of-mouth (e-WOM) has emerged as a critical factor influencing consumer purchasing decisions. The evolution of social media has empowered online users to effortlessly create and share reviews and recommendations, extending to brand endorsements through e-WOM, thereby minimizing both physical and psychological purchase barriers. This study adopts an empirical approach, employing a survey-based methodology involving 252 respondents selected through purposive sampling techniques. The participant pool, consisting of individuals aged 18 and above, encompasses active users of Facebook, Snapchat, and Instagram. This research aims to contribute to the existing literature by investigating electronic word-of-mouth (e-WoM) and its impact on customer trust and buying decisions in social commerce. The findings reveal that consumer trust serves as a mediating factor between e-WOM and the consumer's intention to make purchases on social media platforms.


How to Cite
G., K., & C, S. (2023). Electronic Word-of-Mouth (e-WOM) and Its Impact on Customer Trust and Buying Decisions In Social Commerce. SJCC Management Research Review, 13(2), 80–92. https://doi.org/10.35737/sjccmrr/V13/i2/2023/196


  1. Buttle, F. A. (2002). “Word of Mouth: Understanding and managing referral marketing”, Journal of Strategic Marketing, 6(1), pp. 241-254 DOI: https://doi.org/10.1080/096525498346658
  2. Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. DOI: https://doi.org/10.1016/j.dss.2012.06.008
  3. Gupta, G., & Vohra, A. V. (2019). Social Media Usage Intensity: Impact Assessment on Buyers' Behavioral Traits. FIIB Business Review, 8(2), 161–171. https:// doi.org/10.1177/2319714519843 689 DOI: https://doi.org/10.1177/2319714519843689
  4. Gupta, K. K., Sharma, S., & Tyagi, A. (2006). Factors Influencing Online Shoppers' Perceptions Of Website Quality. Paradigm, 10(1), 44–50. https://doi.org/10.1177/0971890720060107 DOI: https://doi.org/10.1177/0971890720060107
  5. Hajli, N. (2014), “A study of the impact of social media on consumers”, International Journal of Market Research, Vol. 56 No. 3, pp. 387-404. DOI: https://doi.org/10.2501/IJMR-2014-025
  6. Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183-191. DOI: https://doi.org/10.1016/j.ijinfomgt.2014.12.005
  7. Hajli, N. N. (2014). The role of social support on relationship quality and social commerce. Technol. Forecast. Social Change, 87, 17–27. DOI: https://doi.org/10.1016/j.techfore.2014.05.012
  8. Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of service research, 13(3), 311-330. DOI: https://doi.org/10.1177/1094670510375460
  9. Huang, Z., & Benvoucer, M.(2015). User preferences of social features on social commerce websites: An empirical study. Technological Forecasting and Social Change, 95, 57–72. DOI: https://doi.org/10.1016/j.techfore.2014.03.005
  10. Ismagilova, E., Dwivedi, Y., Slade, E., & Williams, M. (2017). Electronic word-of-mouth in the marketing context: A state of the art analysis and future directions. Springer. DOI: https://doi.org/10.1007/978-3-319-52459-7
  11. Jayawardhena, C. (2004). Personal values' influence on e-shopping attitude and behavior. Internet Research, 14(2), 127-138. https://doi.org/10.1108/10662240410530844 DOI: https://doi.org/10.1108/10662240410530844
  12. Li, C., Cui, G. and Peng, L. (2018), “Tailoring management response to negative reviews: the effectiveness of accommodative versus defensive responses”, Computers in Human Behavior, Vol. 84, pp.272-284. DOI: https://doi.org/10.1016/j.chb.2018.03.009
  13. Liang, T.-P., & Turban, E. )2011(. Introduction to the Special Issue Social commerce: A Research Framework for Social Commerce. International Journal of Electronic Commerce, 16(2), 5–14. https://doi.org/10.2753/jec1086-4415160201. DOI: https://doi.org/10.2753/JEC1086-4415160201
  14. Liu, S., Jiang, C., Lin, Z., Ding, Y., Duan, R., & Xu, Z. (2015). Identifying effective influencers based on trust for electronic word-of-mouth marketing: A domain-aware approach. Information Sciences, 306, 34–52. DOI: https://doi.org/10.1016/j.ins.2015.01.034
  15. Nielsen, A.C. (2009). Trust in advertising: a global Nielsen consumer report, A C Nielsen, New York, NY, October.
  16. Sharma, H., & Aggarwal, A. G. (2019). Finding determinants of e-commerce success: a PLS-SEM approach. Journal of Advances in Management Research, 16(4), 453–471. https://doi.org/10.1108/jamr-08-2018-0074 DOI: https://doi.org/10.1108/JAMR-08-2018-0074
  17. Spaulding, D. (2010). How can virtual communities create value for business? Electronic Commerce Research and Applications, 9(1), 38–49. DOI: https://doi.org/10.1016/j.elerap.2009.07.004
  18. Teng, S., Wei Khong, K., Wei Goh, W., & Yee Loong Chong, A. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online Information Review,38(6),746–768. https://doi.org/10.1108/oir-04-2014-0089 DOI: https://doi.org/10.1108/OIR-04-2014-0089
  19. Wu. P. C. S., & Wang, Y. (2011). The influences of electronic word-of-mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448–472. https://doi.org/10.1108/13555851111165020 DOI: https://doi.org/10.1108/13555851111165020
  20. Zainudin, Z., Ab Wahid, H., Zainol, Z., & Heriranto, P. (2020). The Influence of Trust on The Intention to Perform electronic Word-of-Mouth (eWOM) and Purchase Intention Among SCommerce Users. International Journal of Academic Research in Business and Social Sciences, 10(10). https://doi.org/10.6007/ijarbss/v10-i10/8273. DOI: https://doi.org/10.6007/IJARBSS/v10-i10/8273