American Journal of Social Sciences and Humanities

Volume 5, Number 2 (2020) pp 221-229 doi 10.20448/801.52.221.229 | Research Articles

 

Impact of Trust Aspects and Value Co-Creation as Mediation on Purchase Intention in Social Networking Context

D. Asokan 1
1 Associte Professor-Department of Management Studies, BAMR, Karnataka, India.

Abstract

Social Media Communication through Social Networking has become developing marketing issue of increasing popularity. This article investigates Word-of-Mouth communication through Social Networking Sites guided by the socialization framework with Purchase Intention as outcomes and Value Co-creation, Trust as antecedents. 508 participants who engaged in Word- of-Mouth communication about products through Social Networking Sites are surveyed. It confirms that the trust and Value Co-creation influences Purchase Intention positively. Electronic Word-of-Mouth communication impacts Purchase Intention directly and indirectly by reinforcing Value Co-creation with Trust. The model is used to study the main objective of determining the factors of consumer purchase intention through Word-of-Mouth communication in Social Networking Sites. These findings have significance managerial and theoretical implications.

Keywords

Word-of-mouth communication Trust aspects Value Co-creation Purchase intention.

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