.Exploring the attitudes of the Saudi consumer e-word of mouth behavior in apparel products

Abstract

Marketers desire to attract consumers by using today’s technology platforms, and with the advancement of these platforms and social media usage people have turned to use electronic word of mouth (E-WOM) communication; anonymous reviews and opinions about products that are posted online as a source in making purchasing decisions. Therefore, this research contributes to previous literature by exploring the role of Saudi cultural effects on E-WOM behavior in apparel products. The researcher finds that collectivism, power distance, and uncertainty avoidance temper the effect of E-WOM behavior on purchase intentions. In order to elaborate in this matter, previous literature has been explored and direct data have been collected from a sample of Saudi consumer participants using an online survey method. The findings suggest that Saudi consumers consider engaging in E-WOM before the purchasing process, negative and positive reviews along with reviews including images have impacted purchase intentions, and there is an adequate level of trust and accountability of online reviews overall.