Effects of Twitter Multimodal EWOM Content Approaches on Product purchase intention in Saudi Arabia

Abstract

This study tests the influence of multi-visual dimensions and textual features of electronic word-of-mouth (EWOM) on its perceived helpfulness and on purchase intention, on a sample from Saudi Arabia. This investigation is conducted in the context of Twitter through an online factorial experiment. The design incorporates a 3 (visual inclusion to text: with product photo, with product and face photo, without product photo) × 3 (EWOM valence: positive, positive and negative, and negative) between-subjects experiment (n = 540). Because the study featured two manipulated variables, the implementation necessitated a between-subjects design, with the product type forming the within-subjects design. It is concluded that when evaluating EWOM helpfulness, Tweets with pictures do in fact contribute substantial value. For females, this effect is more pronounced when the EWOM is two-sided. However, this finding is confirmed only for conspicuous and high-involvement products. Further, visuals do not significantly contribute to greater purchasing intention. In fact, Tweets containing no images are crucial in influencing customers to buy both conspicuous and non-conspicuous high-involvement products. Thus, this study adds to the body of existing theories by arguing that two-sided EWOM with a photo of a conspicuous and high-involvement product is seen as the most helpful for consumers, especially females. Consequently, the buying intention increases in proportion to how helpful the positive and mixed EWOM are. Negative EWOM is helpful in the decision not to purchase.