EVALUATING IMPACT OF WORD-OF-MOUTH COMMUNICATION ON INVESTOR’S BEHAVIORAL INTENTION: AN EMPIRICAL EVIDENCE FROM PAKISTAN’S STOCK MARKET
Journal Title: European Journal of Business and Social Sciences - Year 2017, Vol 6, Issue 2
Abstract
The purpose of this study is to investigate the determinants of stock trading and to answer the question whether word of mouth communication plays an important role in stock trading and holding. Data was collected from stock investors of Pakistan followed by cross-sectional design. Structural equation modeling technique was applied for empirical testing of hypothesis. The outcome of this study suggests that technical expertise; experimental information, and communication skills have positive, direct and significant impact on the satisfaction as well as intention of the investors. The study also found the indirect relationship of word of mouth communication and purchasing behavior of the investors. Likewise, association between word of mouth communication and satisfaction of the investors has been found significant. Literature is silent in analyzing the behavior of investors towards communication. The findings of this study will be fruitful for students, stock investors, analysts, managers and regulators and for corporate sector to formulate strategies to compete in the challenging environment.
Authors and Affiliations
Dr. Naveed Iqbal Chaudhry| Assistant Professor& Incharge Department of Business Administration, University of the Punjab, Gujranwala Campus, Pakistan, Dr. Mushtaque Ali Jariko| Assistant Professor, Institute of Business Administration, University of Sindh, Jamshoro, Abdul Fattah Soomro| Associate Professor, Institute of English and Literature, University of Sindh, Mehvish Gafoor| Department of Business Administration University of the Punjab, Gujranwala Campus, Adil Bilal| Department of Business Administration University of the Punjab, Gujranwala Campus
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