Implementation of Trust, Electronic Word of Mouth and Social Proof on Purchasing Decisions Systematic Literature Review

Shely Dinar Thamara; Bambang Setiyo Pambudi

doi:10.55927/fjas.v4i4.104

Authors

Shely Dinar Thamara Universitas Trunojoyo Madura
Bambang Setiyo Pambudi Universitas Trunojoyo Madura

DOI:

https://doi.org/10.55927/fjas.v4i4.104

Keywords:

Literature Review System, Trust, Electronic Word of Mouth, Social Proof

Abstract

The development of digital technology and the increase in online shopping activities have driven changes in consumer behavior, particularly in the purchase decision-making process. This study aims to systematically examine how trust, electronic word of mouth (e-WOM), and social proof are implemented and contribute to consumer purchasing decisions. Through a systematic literature review method, this article analyzes a number of relevant and current scientific literatures to identify patterns, relationships, and important findings of the three variables. The results show that trust is the main basis in creating consumer confidence in online transactions, e-WOM acts as a trusted source of information because it comes from fellow users, while social proof provides indirect social influence through indicators of popularity and social validation. These three variables significantly influence consumer purchase intention and behavior in the digital era.

References

Cialdini, R. B. (2009). Influence: Science and practice (5th ed.). Pearson Education.

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073.

Hong, I. B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31(5), 469–479. https://doi.org/10.1016/j.ijinfomgt.2011.01.001.

Hovland, C. I. (1951). Communication and persuasion: Psychological studies of opinion change. Yale University Press.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Kusumasondjaja, S., Shanka, T., & Marchegiani, C. (2012). Credibility of online reviews and initial trust: The roles of reviewer’s identity and review valence. Journal of Vacation Marketing, 18(3), 185–195. https://doi.org/10.1177/1356766712449365.

Monfared, A. R. K., & Ghaffari, M. (2021). The role of social commerce in online purchase intention: Mediating role of social interactions, trust, and electronic word of mouth. International Journal of Business and Emerging Markets, 13(1), 1–15.

Napawut, W., & Siripipatthanakul, S. (2022). The mediating effect of E-WOM on the relationship between digital marketing activities and intention to buy via Shopee. International Journal of Behavioral Analytics, 2(2), 1–13.

Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275.

Pourfakhimi, S., Tan, W. K., & Lee, V. H. (2020). Transition of electronic word-of-mouth services from web to mobile context: A trust transfer perspective. Journal of Retailing and Consumer Services, 54, 102001. https://doi.org/10.1016/j.jretconser.2019.102001.

Sanak-Kosmowska, K. (2021). Evaluating social media marketing: Social proof and online buyer behaviour. Routledge. https://doi.org/10.4324/9781003128052.

Song, S., & Kim, H. Y. (2022). Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions. Journal of Product & Brand Management, 31(7), 1033–1046. https://doi.org/10.1108/JPBM-06-2020-2936.

Suhud, U., Bismoaziiz, & Saparuddin. (2021). Influence of social media marketing, electronic word of mouth and consumer engagement to brand loyalty in Indonesia Grab Company. International Journal of Business and Social Science Research, 2(2), 16–26. https://ijbssrnet.com/index.php/ijbssr/article/view/44.

Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133–148. https://doi.org/10.1509/jmkg.74.2.133.