The Impact of Electronic Word of Mouth on Consumer Purchase Intention in Saudi Arabia E-Commerce Fashion Market: Exploring Trends, Credibility, and Social Media Influence

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Quantitative survey identifies how e-commerce trends and social media dynamics influence purchase intentions in Saudi Arabia.

Significant correlations exist between electronic word of mouth factors and consumer purchase intention, highlighting vital marketing elements.
The study shows that brand image and social media characteristics mediate the relationship between electronic word of mouth and consumer purchase intention.
Quantitative analysis across 600 online consumers examined direct relationships and used advanced statistical testing for mediation effects.
The research emphasizes the need for tailored digital marketing strategies that harness electronic word of mouth for enhanced engagement and purchase rates.

Manal Elzien Abdelwahap Edrees (2025) studied this question.

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