The mediating role of E-WOM on the relationship of social media and online purchase decisions: A lesson from Shopee
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Abstract
The success of Shopee is influenced, among other factors, by disseminating public information through social media. Related to this success, the authors are interested in examining the effect of Shoppe's social media promotion on purchasing decisions through mediation by word of mouth. Three variables were studied: social media, word of mouth, and purchasing decisions. 100 Shope shoppers, selected by judgment, were used as respondents. Analysis with structural equation modeling reveals that social media positively affects word of mouth and purchase decisions. Word of mouth also has a positive effect on purchasing decisions. Mediation analysis shows that word of mouth mediates social media relationships and purchase decisions.
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