The Effect of Customer Word of Mouth Advertising on Purchase Intention In Social Networks

Document Type : Original Article


1 ..Professor of Marketing Management, Department of Business Management, Faculty of Management & Accounting, Allameh Tabataba’I University Tehran, Iran

2 Department of Business Management, Payame Noor University, Qeshm, Iran

3 of Business Management, Marketing, PNU International Center of Qeshm


This study aimed to investigate The Effect of Customer Word of Mouth Advertising on Purchase Intention on Social Networks. The unlimited statistical population of this study included all buyers of clothes on social networks and websites, of whom 380 subjects were selected using the convenience cluster sampling method. The data collection tool was a questionnaire.The research method was descriptive of survey type. Structural equation modeling was used to test the hypotheses in Smart PLS software. The research findings indicated that persuasive power,Source expertise, and Interactivity with social networks have a significant positive effect on the usefulness of electronic word of mouth advertising, while perceived information, validity of message source, and attitude to information have no effect on the usefulness of electronic word of mouth advertising; In addition, persuasive power and validity of message source have a significant positive effect on the validity of electronic word of mouth advertising. However, the expertise of message source, attitude to information, and Interactivity with social networks have no effect on the validity of electronic word of mouth advertising. The usefulness of electronic word of mouth advertising and the validity of electronic word of mouth advertising have a significant positive effect on the acceptance of electronic word of mouth advertising.


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