Video tutorial as electronic word-of-mouth and centennials’ purchase intention

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Video tutorial as electronic word-of-mouth and centennials’ purchase intention

Journal Title: Revista CEA - Year 2023, Vol 9, Issue 20

Abstract

In the dynamic digital marketing world, electronic word-of-mouth (eWOM) as a form of communication has caught the attention of marketing specialists, who use it to leverage their brands and reach a very important segment: centennials. Video tutorials have become a form of eWOM because they introduce and recommend products. This format has been little studied, even though it is widely consumed by centennials for information and learning purposes. The objective of this paper was to analyze the relationship between video tutorial credibility and centennials’ purchase intention. To this end, a review of previous studies on eWOM was taken as the starting point. It included its main dimensions or characteristics, its most popular forms, the determinants of its credibility, and its effect on purchase intention. The study followed a non-experimental, quantitative, cross-sectional, and correlational design. It also employed the analytical–synthetic method. The survey technique was used for data collection by means of an online self-administered Likert-scale questionnaire. The results of the study showed that there is a low to moderate positive relationship between each of the determinants of eWOM credibility and centennials’ purchase intention. Companies could recognize highly credible video tutorials with valuable information on customer satisfaction regarding their products, identifying problems, needs and desires of their consumers.

Authors and Affiliations

Naebislandys Falcón Sánchez; Priscilla Rossana Paredes Floril

Keywords

EP ID EP722236
DOI https://doi.org/10.22430/24223182.2402
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