The major purpose of this research is to discover the influences of Generation Y to accept electronic word of mouth (eWOM). Apart vast research on the traditional word-of-mouth, only few have analysed electronic words of mouth from Malaysian generation Y perspective. A quantitative method was adopted in this study and responses from 112 respondents among generation Y in Malaysia that were analyzed using PLS-SEM. The result shows that there is significant relationship between Tech Savvy and trust toward eWOM behaviour among Generation Y. Practically, the result indicate that electronic word of mouth behaviour via social media and mobile technology can be part of marketing strategy to influence buyer to increase sales of product of a company. This empirical study attempts to enrich the understanding of electronic word of mouth behaviour via social media and mobile technology among Generation Y within Malaysian context.
Aakash, A., Aggarwal, A. G. (2019) Role of EWOM, product satisfaction and website quality on customer repurchase intention strategy and superior performance of micro and small businesses in volatile economies. IGI global, Hershey, pp 144-168.
Abu Bakar, A. M., Ilkan, M., Sahin, P. (2016) eWOM, eReferral and gender in the virtual community. Mark. Intell. Plan. 34(5), 692–710.
Apresley. (2010).Marketing to Generation Y. available
at.www.timeforge.com/site/blog/marketinggeneration-cash-elusive-demographic/ (accessed 25 October 2014).
Bilgihan, A., Peng, C., & Kandampully, J. (2014). Generation Y’s Dining Informantion Seeking and Sharing Behavior on Social Networking Sites: An Exploratory Study. International Journal of Contemporary Hospitality Management. Pp. 349-366.
Bilgihan, A., Okumus, F., Nusair, K., & Bujisic, M. (2013). Online Experiences: Flow Theory, Measuring Online Customer Experience in e-Commerce and Managerial Implications for the Lodging Industry. Journal of Information Technology & Tourism, 1-23.
Cobanoglu, C., Yang, W., Shatskikh, A., and Agarwal, A. (2015), “Are consumers ready for mobile payment? An examination of consumer acceptance of mobile payment technology in restaurant industry”, Hospitality Review, Vol. 31 No. 4, available at: http://digitalcommons.fiu.edu/ hospitalityreview/vol31/iss4/6 (accessed 6 June 2016).
Chu, S. C., & Kim, Y. (2011).Determinants of Consumer Engagement in Electronic Word-of-Mouth (e-WOM) in Social Networking Sites.International Journal of Advertising, 30(1) , 47-75.
Featherman, M. S., & Hajli, N. (2015). Self-service technologies and e-services risks in social commerce era. Journal of Business Ethics, 1–19.
Fornell, C., and Larcker, D. F. (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research,Vol. 18 No. 1, pp. 39-50.
Hair, J. F., Black, W. C., Babin, B. J., and Anderson, R. E. (2010).Multivariate Data Analysis. 7th ed.,Prentice Hall, Englewood Cliffs.
Hair, J. F., Sarstedt, M., Ringle, C. M., and Mena, J. A. (2012).An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research”, Journal of the Academy ofMarketing Science, Vol. 40 No. 3, pp. 414-433.
Heung, V. C., and Lam, T. (2003), “Customer complaint behaviour towards hotel restaurant services”,International Journal of Contemporary Hospitality Management, Vol. 15 No. 5, pp. 283-289
Hoyer, W. D., &Macinnis, D. J. (2009). Consumer Behavior (5th ed.). Mason, OH: South-Western Cengage Learning.
Kaiser, S., & Müller-Seitz, G. (2008). Leveraging lead user knowledge in software development: The case of weblog technology. Industry and Innovation, 15(2), 199–221. doi:10.1080/13662710801954542
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers trust and trust performance. International Journal of Information Management, 33(2), 318–332. doi:10.1016/j.ijinfomgt.2012.11.006
Kucukemiroglu, S., & Kara, A. (2015).Online Word-of-Mouth Communication on Social Networking Sites.pp.2-20.
Marmaya, N. H., Balakrishnan, B. K. P. D., & Shuaib, A. S. M. (2018). Electronic Word-OfMouth (eWOM) Behavior in Malaysia: Successful Marketing Strategy. International Journal of Academic Research in Business and Social Sciences, 8(9), 1244–1255
Malaysian Communications and Multimedia Commission (MCMC), (2019) Internet User Survey 2018.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334–359. doi:10.1287/isre.13.3.334.81
Muskat, M., Muskat, B., Zehrer, A., and Johns, R. (2013), “Generation Y: evaluating services experiences through mobile ethnography”, Tourism Review, Vol. 68 No. 3, pp. 55-71.
Lu , Y. Zhao, L. W. Bin. (2010), From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention.
In-Text Citation: (Marmaya et al., 2020)
To Cite this Article: Marmaya, N. ., Razak, N. A., Wee, M., Alias, N. E., Tuah, S. . A., Talib, N. . C., & Marmaya, E. A. (2020). Determinant Factors Influencing EWOM Among Generation Y in Malaysia. International Journal of Academic Research in Business and Social Sciences, 10(4), 459–467.
Copyright: © 2020 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
