The Effect of Electronic Word-of-Mouth (E-WOM) on Consumers Behavioral Responses (A Study of Instagram Users)

The purpose of this research is to investigate the determinants of electronic word-of-mouth (e-WOM), and the effects that it can have on the immediate and hidden consumer's behavioral responses. This research is a practical in terms of purpose, and descriptive-survey and correlation type from the view point of data-collection procedure. The statistical population was Iranian Instagram users. The responses of 393 users were collected by electronic questionnaire in online platforms. The validity of the questionnaire was verified through content validity and the reliability through Cronbach's alpha. Data analysis was conducted with SPSS and structural equation modeling method by the Smart PlS software. The results indicate that the tie strength, resemblance, normative influence, and informational influence have a positive significant impact on e-WOM. Also, e-WOM has a positive significant effect on information pass-along, impulse buying, future-purchase intention, and brand engagement of consumer's behaviors. In addition, according to the results of this research, it was found that the variable ‘trust’ has no significant effect on e-WOM variable.