Information Motivation and Purchase Intention on Social Media: Mediating Roles of In-Group and Out-Group eWOM

Abstract

Purpose – This study examines the relationship between social media users' information motivation and purchase intention and the mediating roles of close-tie and broad-tie electronic word-of-mouth communication (eWOM). Rather than conceptualizing eWOM as a single construct, the study distinguishes between close-tie eWOM, originating from close social ties (friends and relatives), and broad-tie eWOM, originating from broader user networks beyond one's immediate social circle.

Design/methodology/approach – The study adopted a quantitative, cross-sectional, correlational design. Data were collected through an online survey using a convenience sample of Instagram or Facebook users aged 18-45 residing in Istanbul. Measurement reliability and validity were assessed before examining the direct and indirect relationships using partial least squares structural equation modeling (PLS-SEM) with bootstrapping based on 533 valid responses.

Findings – Information motivation was positively associated with close-tie eWOM, broad-tie eWOM, and purchase intention, while both eWOM types were positively associated with purchase intention. The indirect effects indicate that close-tie and broad-tie eWOM serve as complementary partial mediators in the relationship between information motivation and purchase intention. The difference between the magnitudes of the two indirect effects was not statistically significant.

Discussion – The findings indicate that information motivation is associated with consumers' purchase intention formation through information-based interactions derived from both close social circles and broader user networks. By jointly examining close-tie and broad-tie eWOM channels in the relationship between information motivation and purchase intention, the study advances conceptual understanding of the distinct roles of social information sources in the eWOM literature.