The Influence of Facebook Discussions on Purchase Intention and Word of Mouth

Krasila, Henriikka; Karjaluoto, Heikki; Munnukka, Juha

doi:10.1007/978-3-031-07769-2_7

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Krasila, H., Karjaluoto, H., & Munnukka, J. (2022). The Influence of Facebook Discussions on Purchase Intention and Word of Mouth. In A. Thrassou, D. Vrontis, L. Efthymiou, Y. Weber, S. M. R. Shams, & E. Tsoukatos (Eds.), Business Advancement through Technology Volume I : Markets and Marketing in Transition (pp. 137-157). Palgrave Macmillan. Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business. https://doi.org/10.1007/978-3-031-07769-2_7

Päivämäärä

2022

Oppiaine

Markkinointi Digital marketing and Communication Digitaalinen liiketoiminta ja talous (painoala)Basic or discovery scholarship Marketing Digital marketing and Communication Digital Business and Economy (focus area)Basic or discovery scholarship

Tekijänoikeudet

This chapter examines the influence of online consumer discussions on Facebook on purchase intention and word of mouth (WOM). Specifically, it attempts to determine whether Facebook discussions are perceived as credible and how these discussions are linked with behavioural intentions. The first part of this chapter presents a research model linking seven constructs. In the second part, we tested the research model and hypotheses with a sample of 151 consumers from one Facebook group for children’s shoe recommendations. Of the seven hypotheses tested, we found support for six. This chapter concludes by discussing the contributions of the study to both theory and practice, outlining the main limitations and suggesting future study areas.

Julkaisija

Palgrave Macmillan

Emojulkaisun ISBN

978-3-031-07768-5

Kuuluu julkaisuun

Business Advancement through Technology Volume I : Markets and Marketing in Transition

ISSN Hae Julkaisufoorumista

2523-8167

Asiasanat

kuluttajat kuluttajakäyttäytyminen verkkokeskustelu sosiaalinen media Facebook ostopäätökset

DOI

https://doi.org/10.1007/978-3-031-07769-2_7

URI

http://urn.fi/URN:NBN:fi:jyu-202302271910

Julkaisu tutkimustietojärjestelmässä

https://converis.jyu.fi/converis/portal/detail/Publication/164405192

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