Video tutorial as electronic word-of-mouth and centennials’ purchase intention
Journal Title: Revista CEA - Year 2023, Vol 9, Issue 20
Abstract
In the dynamic digital marketing world, electronic word-of-mouth (eWOM) as a form of communication has caught the attention of marketing specialists, who use it to leverage their brands and reach a very important segment: centennials. Video tutorials have become a form of eWOM because they introduce and recommend products. This format has been little studied, even though it is widely consumed by centennials for information and learning purposes. The objective of this paper was to analyze the relationship between video tutorial credibility and centennials’ purchase intention. To this end, a review of previous studies on eWOM was taken as the starting point. It included its main dimensions or characteristics, its most popular forms, the determinants of its credibility, and its effect on purchase intention. The study followed a non-experimental, quantitative, cross-sectional, and correlational design. It also employed the analytical–synthetic method. The survey technique was used for data collection by means of an online self-administered Likert-scale questionnaire. The results of the study showed that there is a low to moderate positive relationship between each of the determinants of eWOM credibility and centennials’ purchase intention. Companies could recognize highly credible video tutorials with valuable information on customer satisfaction regarding their products, identifying problems, needs and desires of their consumers.
Authors and Affiliations
Naebislandys Falcón Sánchez; Priscilla Rossana Paredes Floril
Keywords
Related Articles
- EP ID EP722236
- DOI https://doi.org/10.22430/24223182.2402
- Views 54
- Downloads 0
Determinants of the labor informality in Colombia for the 2008 - 2017 period
The objective of this study is to identify the key drivers that explain labor informality in Colombia in the period from 2008 to 2017. A quantitative descriptive method was adopted to analyze data from the Great Integrat...
Measuring the Performance of Occupational Health and Safety Management Systems: A Systematic Literature Review
Occupational Health and Safety Management Systems (OHSMSs) have evolved in recent decades, mainly due to legal regulations promoted by national governments that generate public employment policies. The compliance with an...
Variables Associated with the Intention to Buy Eco-Labelled Yogurt: A Descriptive Study
This study aimed to analyze the association between the intention to buy eco-labelled yogurt and variables such as emotions and feelings, environmental message on the packaging, buyer awareness and knowledge of the envir...
Análisis competitivo de la gestión del talento humano en el sector metalmecánico de la provincia Tundama en el departamento de Boyacá
En la provincia del Tundama, en Boyacá (Colombia), la competitividad de las micro, pequeñas y medianas empresas (mipymes) industriales es un factor crítico para su éxito. Por tal motivo, el objetivo de este estudio fue a...
Competitive level assessment of a food disinfectant developed with hibiscus flower calyxes
The aim of this study is to evaluate the competition of a food disinfectant developed from extracts of hibiscus flower calyxes. As this disinfectant can have a positive impact on preventive healthcare, it is important to...