The Influence of Facebook Discussions on Purchase Intention and Word of Mouth
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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
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Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of BusinessDate
2022Discipline
MarkkinointiDigital marketing and CommunicationDigitaalinen liiketoiminta ja talous (painoala)Basic or discovery scholarshipMarketingDigital marketing and CommunicationDigital Business and Economy (focus area)Basic or discovery scholarshipAccess restrictions
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© The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG 2022, corrected publication 2023
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.
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Palgrave MacmillanParent publication ISBN
978-3-031-07768-5Is part of publication
Business Advancement through Technology Volume I : Markets and Marketing in TransitionISSN Search the Publication Forum
2523-8167Keywords
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https://converis.jyu.fi/converis/portal/detail/Publication/164405192
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