Observational analysis shows electronic word of mouth influences purchase intentions in Yemeni consumers, suggesting it is a key factor in their decisions.
Key Points
Yemeni consumers exhibit favorable attitudes towards electronic word of mouth, significantly affecting their purchase intentions.
Path analysis within the SEM revealed that altruism, information needs, and attitudes positively influence purchase intentions.
Convenience sampling was used, targeting Yemeni participants aged 18 and above who engage in social media platforms.
Study findings underscore the importance of electronic word of mouth in shaping consumer behavior in least developed countries.