Explaining the role of electronic word-of-mouth (Ewom) advertising on building trust and promoting online home business sales

Despite the importance of online home businesses in terms of employment and entrepreneurship, they face many challenges and problems that can jeopardize their survival and development. The purpose of this research is to explain the role of electronic word-of-mouth (eWOM) advertising on building trust and promoting sales. This research is applied, it is descriptive in terms of purpose. The members of the statistical population of this research were 386 consumers of Mazandaran with the experience of buying home business products at least once on the platform of social media, which was carried out using a non-random sampling method available and through eWOM questionnaires, sales and online trust were investigated. The reliability of the research instrument was measured and confirmed by examining its internal consistency and validity through convergent validity and divergent validity. Structural equation model was used to check research hypotheses. At the confidence level of five percent, the results showed that online trust has a direct, positive and significant effect on the promotion of online home business sales. The content dimensions of eWOM advertising and the positive attraction of eWOM advertising positively and the negative attraction dimension of eWOM advertising negatively affect the sales promotion. Also, eWOM advertising as a moderating variable can increase the effect of the online trust variable on the promotion. The findings of the present study showed that the promotion is highly dependent on online trust and this relationship is also affected positively or negatively by attention.