The effects of positive electronic word-of-mouth on purchase intention of Malaysian consumers

• Main Authors: Al Masud, Abdullah, Haque, A. K. M. Ahasanul
• Format: Article
• Language: English
• Published: Mac Arts & Communication 2023
• Subjects: HF5001 Business. Business Administration
• Online Access: http://irep.iium.edu.my/108127/7/108127_The%20effects%20of%20positive%20electronic%20word-of-mouth.pdf; http://irep.iium.edu.my/108127/; https://www.ijirp.com/; https://doi.org/10.51430/IJIRP.2023.38.003
• Institution: Universiti Islam Antarabangsa Malaysia

The main objective of this research is to investigate the effects of positive electronic word-of-mouth towards online purchase intention of customers in Malaysia. The aggressive promotional activities in social media platforms by the product marketers put the customers in a dilemma while purchasin...