Nowadays, consumers actively search for user generated information as substitute for corporation generated information, and the increasing number of user generated online reviews has changed the consumer purchase behaviour in several ways. However, how to precisely predict the influence of user generated online reviews on sales performance might be unclearly understood. Therefore, the aim of this study is to measure the impact of electronic word-of-mouth produced from YouTube movie reviews on consumers’ purchase decisions in terms of three observable variables, the number of viewers, subscribers and reviews. In total, 286 copies of online questionnaire were collected from selected channels on YouTube and virtual communities on Facebook. Briefly, this study has verified the influence of YouTube reviews as a reference point for potential buyers and has understood the relationship between influential power and observable variables.
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Liao, Yu-Tzu
Supervisors: Sun, Yan
Oxford Brookes Business School
MSc Digital Marketing
2018
Published by Oxford Brookes UniversityAll rights reserved