Align with the digital transformation, Electronic Word of Mouth (eWOM) has emerged as a major influence on consumer behavior, especially among teenagers who actively engage in social media and online reviews. This research focused on the impact of eWOM on the food industry, centered on the buying decisions of Malaysian teenage consumers. With the growing popularity of social media platforms such as Instagram, TikTok and YouTube, teenagers are now exposed and become commonly attached to recommendations, reviews, and endorsements which affect what they choose to buy. This study implements survey to measure how much electronic word-of-mouth (eWOM) affect teenagers on their decision to buy food. This study will also take a look at how social media influencers, peer reviews, and the trustworthiness of eWOM sources impact their trust and decisions. The findings of this study are expected to give food marketers and brands in Malaysia valuable insights into how to connect better with teenagers through widespread of eWOM.

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The Impact of Electronic Word of Mouth (eWOM) on Teenager Consumers’ Buying Decisions in the Digital Age: A Study of the Food Industry in Malaysia

  • Azian Mohamad,
  • Afirah Taufik,
  • Farah Nabihah Rahman,
  • Samirah Razali,
  • Aiman Haniff Rosli Sham

摘要

Align with the digital transformation, Electronic Word of Mouth (eWOM) has emerged as a major influence on consumer behavior, especially among teenagers who actively engage in social media and online reviews. This research focused on the impact of eWOM on the food industry, centered on the buying decisions of Malaysian teenage consumers. With the growing popularity of social media platforms such as Instagram, TikTok and YouTube, teenagers are now exposed and become commonly attached to recommendations, reviews, and endorsements which affect what they choose to buy. This study implements survey to measure how much electronic word-of-mouth (eWOM) affect teenagers on their decision to buy food. This study will also take a look at how social media influencers, peer reviews, and the trustworthiness of eWOM sources impact their trust and decisions. The findings of this study are expected to give food marketers and brands in Malaysia valuable insights into how to connect better with teenagers through widespread of eWOM.