The impact of electronic word-of-mouth via social media on consumer purchasing intention: An experimental study on SAMSUNG brand products at Wilaya of Saida, Algeria.

The study aims to clarify the impact of electronic word-of-mouth (eWOM) on consumer purchase intention via social media. The impact of a set of dimensions was analyzed, namely. information reliability, EWOM activities, word-of-mouth enjoyment, and word-of-mouth praise on purchase intention. A comparative study was conducted by distributing an electronic questionnaire to 103 social media users at Wilaya of Saida, Algeria. Structural equation modeling was used using SmartPLS4 software. The study concluded that all dimensions have a strong, statistically significant impact on consumer intention to purchase products of the "SAMSUNG" brand, except for the "word-of-mouth activities" dimension, which also showed a significant impact on "consumer purchase intention." We also note that the word-of-mouth activities variable serves as a mediator of purchase intention for the "SAMSUNG" brand.