Ewom-based purchase satisfaction : the YouTube reality

Internet changed the way that people search for information and buy products. Studies about user generated content (UGC) demonstrate that consumers tend to rely more on user-expressed experience, than professional opinion. The popularization of social media allowed people to share a lot more their impressions about products and services in their private channels. Their motivations, aligned with the digital environment, have changed the way they look for content and make decisions. The fast development of social media allows consumers to share their purchase and user experiences online. Since everything can be shared, it is even more difficult for marketers to control the digital content. Video-reviews emerged as a form of eWOM that are getting popular on digital and YouTube channels features a variety of UGC to different audiences. These viewers search information to fulfill a necessity. Consequently, they construct an idea based on what was seen and, simultaneous, an expectation of daily use. A research was conducted to determine if eWOM’s accuracy levels on YouTube are at the level of post-purchase satisfaction. The eligible population for this study was the population living in Portugal and results showed a positive association between the satisfaction levels of people that based the purchase on video-reviews