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Software Crowdsourcing Design: An Experiment on the Relationship Between Task Design and Crowdsourcing Performance Read chapter Read first chapter

2020 | OriginalPaper | Chapter

The Effect of Social Media Based Electronic Word of Mouth on Propensity to Buy Wearable Devices

Authors : David Ntumba, Adheesh Budree

Published in: HCI International 2020 – Late Breaking Papers: Interaction, Knowledge and Social Media

Publisher: Springer International Publishing

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Abstract

There has been an increase in both wearable devices and social media usage. This study sets to describe how social media influences the buying intentions of Wearable Devices (WD). In doing so, constructs from Information Acceptance Model (IACM) had been compared to the resulting themes from 9 one-on-one interview responses and a relationship between social media and wearable devices was formed.
Objectives: Primary objectives were to determine the relationship between social media and; (i) WD sales, (ii) WD features and application information (iii) ongoing interactions on WD’s.
Secondary objectives were to determine (i) if the availability of a WD affected the volume of social media interactions and (ii) if the value associated with a WD was related to the social media posts of that device.
Design, Methodology, and Approach: This study took a qualitative approach to research and used phenomenology as a stance of exploring social media’s influence on purchase intentions towards the wearable device. A positivist philosophical standpoint was applied to deduce themes from the ICAM by touching on interpretivism elements in analyzing the data collected from semi-structured interviews. The data was then categorized into themes, refined into sub-themes and then assessed according to the research propositions as well as the ICAM frameworks constructs.
Findings: Social media was viewed more of as an information outlet as opposed to a driver of purchase intention. From this, it was seen that word of mouth was the biggest driver in WD awareness. Information Quality, Attitudes towards information were the main influencers that social media has towards purchase intention from the ICAM model. This was evident in the construct scores which showed that there was a relationship between the adoption of social media information and purchase intention, that there is a relationship between the features of a WD and social media usage as well as showing that there is a relationship between the users’ perception of the type of social media platform and the WD presented on that platform.
Research Implications: This study explored the influence of social media on the buying intention of wearable devices as well as provided channels for further exploratory research into the human perceptions of information provided on social media.

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Metadata
Title
The Effect of Social Media Based Electronic Word of Mouth on Propensity to Buy Wearable Devices
Authors
David Ntumba
Adheesh Budree
Copyright Year
2020
Book
HCI International 2020 – Late Breaking Papers: Interaction, Knowledge and Social Media

Print ISBN: 978-3-030-60151-5

Electronic ISBN: 978-3-030-60152-2

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-60152-2_30