Electronic Word Of Mouth (E-WOM) in social media as a predictor of investment intention in capital market

Innayah, Eka Putri, Ekowati, Vivin Maharani ORCID: https://orcid.org/0000-0001-6013-0630, Supriyanto, Achmad Sani ORCID: https://orcid.org/0000-0003-1519-3258, Masyhuri, Masyhuri and Johari, Fuadah Binti (2022) Electronic Word Of Mouth (E-WOM) in social media as a predictor of investment intention in capital market. JAM : Jurnal Aplikasi Manajemen, 20 (4). pp. 753-767. ISSN 23026332

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Abstract

E-WoM is vital in generating and creating purchase intentions, so it is significant for use in knowing and analyzing investment intentions. This research aims to analyze and know the effect of Electronic Word-of-Mouth (E-WoM) on investment intention in the capital market with brand dan trust as mediation variables. It belongs to quantative research with an explanatory research approach. The population of this study refers to the people of Jayapura City. The sampling technique was the purposive sampling technique. The samples in this research are 203 respondents. Questionnaires collected data and analyzed using partial least squares (PLS). The results reveal that E-WoM directly affects brand image and trust. Besides, brand image and trust directly affect investment intention, while E-WoM does not directly affect investment intention. Furthermore, brand image and trust can completely mediate the effect of Electronic Word-of-Mouth (E-WoM) on investment intention and function as full mediation. The findings from this research could be applied to enhance investment intention by building customer trust and sharing the banks’ reputation and brand image through E-WoM, so they receive credible information from the bank.

Item Type:	Journal Article
Keywords:	Electronic Word-of-Mouth (E-WoM); brand image; trust; investment intention
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1502 Banking, Finance and Investment > 150299 Banking, Finance and Investment not elsewhere classified 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150301 Business Information Management (incl. Records, Knowledge and Information Management, and Intelligence) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150311 Organisational Behaviour 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Vivin Maharani Ekowati
Date Deposited:	30 Jan 2023 08:56

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