Alsamaani, Faisal Mohammed (2021) Role of Motivation and Gratification Factors in Electronic Word of Mouth: Effects on Consumer Purchase Intentions in the Kingdom of Saudi Arabia. PhD thesis, Victoria University.

Abstract

Internet penetration in the Kingdom of Saudi Arabia (KSA) and the popularity of social networking websites expose Saudi consumers to electronic word of mouth (eWOM). Although the relationship between eWOM and purchase intentions has been a focus for multiple studies in the past, no research has considered the collectivist nature of the KSA. The current study creates a conceptual framework using uses and gratifications theory and social exchange theory to differentiate between motivations (self-enhancement, social comparison and helping others) and gratifications (knowledge enhancement, social interaction and entertainment). Additionally, the current study aims to explore the relationship between eWOM and purchase intentions to identify effective/ineffective motivations and gratifications, explore the effects of these factors on purchase intentions in collectivist culture, and generate managerial and theoretical recommendations for stakeholders. The methodology employs a mixed-methods design that combines quantitative surveys and qualitative semi-structured in-depth interviews, with sampling techniques— nonprobability convenience sampling and purposive sampling, respectively. The quantitative methodology entails the use of descriptive analysis—structural equation modelling (SEM). The qualitative part employs thematic analysis to gain insights into respondents’ ideas about eWOM and purchase intentions, alongside latent variables, which include motivations and gratifications. The result unveils that self-enhancement, social comparison and social interaction are important factors to Saudi social media users, while helping others, knowledge enhancement and entertainment face barriers that require additional academic investigation. Thus, theoretical implications include a focus on the proposed conceptual framework, theorisation of barriers to some eWOM factors and theorisation of spiteful and constructive eWOM feedback, with practical recommendations suggesting that the collectivist society of the KSA responds most effectively to self-enhancement, social comparison and social interaction in eWOM campaigns. The current study generates primary evidence collected from online users in the KSA which, in turn, sets the foundation for strategic planning of marketing activities in Middle Eastern countries. The study addresses the gap in the theoretical knowledge by providing data to support the viability and effectiveness of uses and gratifications theory and social exchange theoretical assumptions in the marketing domain in the twenty-first century.

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