TY - JOUR AU - Alam, Dr. Mohammad Zulfeequar PY - 2022/09/15 Y2 - 2024/03/29 TI - E-Word of Mouth and its Influence on Adolescent Purchase Behavior Toward Dietary Supplements JF - Asian Journal of Pharmaceutics (AJP) JA - AJP VL - 16 IS - 3 SE - ORIGINAL ARTICLES DO - 10.22377/ajp.v16i3.4486 UR - http://www.asiapharmaceutics.info/index.php/ajp/article/view/4486 SP - AB - <p>Aim: The aim of the study was to examine the perceived trustworthiness of the electronic word of mouth (eWOM)<br>on attitude and their purchase intention toward dietary supplements, particularly with Saudi female adolescents.<br>Materials and Methods: The sample of 1027 adolescent Saudi females was contacted online. Excel and Social<br>Science Statistics were used to analyze the data as per the requirement of the study. The hypothesis that has been<br>built in this study was tested with Chi-squire test at significance level of P ≤ 0.05, and result was analyzed and<br>interpreted accordingly. Results and Discussion: More than 50% believed that dietary supplements have a nice<br>and favorable effect on health. The study’s findings suggest that the perceived trustworthiness of eWOM has<br>a significant impact on attitude toward dietary supplements and impacts the purchase intention of adolescents.<br>Conclusion: There is a positive relationship between the trustworthiness of eWOM on purchase intention of<br>dietary supplements among the respondents. Overall, it is recommended that the marketer of this product (dietary<br>supplements) should maintain the user’s perception and build brand image using the proper positioning of the<br>marketing mix that suits the target consumers.</p> ER -