The Impact of Electronic Word of Mouth Towards Purchasing Intention on Social Media Among Non-Thai Students in Thailand

Abstract

This study examines the impact of electronic word-of-mouth (eWOM) on purchasing intention among non-Thai students in Thailand. Data were collected through a convenience sampling method, with responses analyzed to assess the relationships between the identified factors and purchasing intentions. The findings indicate that information credibility and positive attitudes toward eWOM significantly influence purchasing behavior, underscoring the importance of trust and consumer engagement in digital interactions. Practical recommendations are provided for communication scholars, policymakers, practitioners, and businesses to enhance the effectiveness of eWOM strategies. Limitations such as the reliance on self-reported data, cross-sectional design, and cultural scope are discussed, with suggestions for future research to explore longitudinal effects, platform-specific dynamics, and cross-cultural variations. This study contributes to a deeper understanding of eWOM’s role in shaping consumer behavior and provides actionable insights for leveraging eWOM in marketing and communication practices.