Credibility, Quality, and Valence of eWOM: Effects on Consumer Behavior in Lebanon

Abstract

Electronic word of mouth (eWOM) has become a critical factor in shaping consumer behavior in digital marketplaces, yet limited research has explored its influence in Arab contexts. This study investigates how three perceived characteristics of eWOM—credibility, quality, and valence—affect consumer purchase decisions in Lebanon, a country with high internet penetration and rising e-commerce activity. Data were collected from 450 Lebanese internet users through a structured questionnaire distributed on social media and e-commerce platforms. Reliability and validity of the constructs were confirmed, and hypotheses were tested using multiple regression analysis, complemented by cluster analysis to examine variable importance. The results show that message credibility and message valence (both positive and negative) significantly influence purchase decisions, whereas message quality does not exert a significant effect. Cluster analysis further reveals that positive valence is the most influential predictor, underscoring the primacy of tone over content depth in consumer decision-making. These findings extend existing eWOM literature by highlighting the role of cultural context in moderating message effects. The study offers practical insights for managers, emphasizing the need to cultivate credible and positive eWOM while actively managing negative reviews. Limitations and directions for future research are discussed.