The Impact of Electronic Word of

Mouth in social media on Consumer

Purchase Intention: special reference to
Hotel Bookings During Holiday
Vacations

W.L.N.D MADUSANKA
CPM-20441
MC-95105
CONTENT
Background Of The Research
o Information and communications technology (ICT) is crucial for enhancing
products in the tourism industry. Younger travelers increasingly rely on
online platforms for communication, price comparison, and bookings

o EWOM is now prevalent on social media, where people seek opinions

before making purchases.

o Online customer reviews and purchase intention significantly influence

consumer purchase behavior. EWOM on social media plays a crucial role in
shaping these decisions and is a growing aspect of marketing and
advertising, while strong customer-business relationships facilitate positive
word-of-mouth recommendations and offer opportunities for market
intelligence through internet marketing channels.
 Research Problem

The research problem identified in this study revolves around the limited
exploration of electronic word of mouth (eWOM) in the Sri Lankan
context and its impact on consumer purchase intentions, specifically in
the context of hotel bookings during holiday vacations. While traditional
word-of-mouth (WOM) marketing has been extensively studied, eWOM
remains an underexamined area in Sri Lanka. The study seeks to address
this gap by investigating how eWOM influences consumer purchase
intentions in the context of holiday hotel bookings, considering the
significant role of social media in shaping modern marketing practices
 Research Question

 What is the impact of information credibility of eWOM on intention in hotel

booking during the holiday vacations?
 What is the impact of information quality of eWOM on intention in hotel booking
during holiday vacation?
 What is the impact of information usefulness of eWOM on intention in hotel
booking during holiday vacation?
 What is the impact of information adoption of eWOM on intention in hotel
booking during holiday vacation?
 Research Objectives

1. To examine the impact of information credibility of eWOM on intention in hotel

booking during the holiday vacations
2. To examine the relationship between information quality of eWOM on intention in
hotel booking during holiday vacation
3. To examine the relationship between information usefulness of eWOM on intention
in hotel booking during holiday vacation
4. To examine the relationship between information adoption of eWOM on intention in
hotel booking during holiday vacation
 Conceptual Framework
Information
Credibility of
eWOM

Information
Quality of
eWOM
Purchase
Intention

Information
Usefulness of
eWOM

Information
Adoption of
eWOM
 Significance of the study

 This study's significance lies in its ability to shed light on how electronic
word of mouth (eWOM) affects consumer purchase intention, especially
concerning hotel bookings during holiday vacations.
 It benefits the organization by providing insights into eWOM' s role in
their success. It offers practical recommendations for marketers and serves
as an educational resource for future research.
 Additionally, it raises awareness among employers and management about
the importance of eWOM in influencing consumer decisions.
 Methodology

● Research Approach
 Quantitative Approach

● Data Sources
 Primary Data

● Sampling Method
 Convenience Sampling
 population (Active Users of Social Media)

● Data Collection
 Questionnaire
 Adapted from Previous Research

• Methods of Data Analysis

 SPSS for Statistical Analysis
 Multiple Regression Analysis
 Literature review

 Social Media: The review traces the evolution of social media, highlighting its
dominance today as a means for transmitting digital content and information across
online social networks.

 Social Media Marketing (SMM): SMM is defined as a strategic approach that

transforms social media connections and interactions into valuable tools for achieving
marketing goals. It is noted that social media enables global dialogues and provides
access to real-time information, making it a preferred marketing channel.
 Electronic Word of Mouth (e-WOM): e-WOM is described as non-formal
Internet communication focused on a product or service's usability, characteristics,
or brand support. It emphasizes the benefits of e-WOM, such as its accessibility to
all customers and the ability to share online experiences.

 Consumer Purchase Intention: This section discusses the underpinnings of

consumer purchase intentions, which are influenced by attitudes and desires to
make purchases. Attitudes toward a product play a crucial role in shaping purchase
intentions, with more positive attitudes leading to a higher likelihood of purchasing
a product.
Timeline
THANK
YOU.