Issue

Vol. 12 No. 2 (2025): December

Date Log

Submitted
21 March 2025
Accepted
5 September 2025
Published
21 September 2025

Copyright (c) 2025 Azade Asadi Damavandi, Hyacinth Balediata Bangero, Ghazale Asadi Damavandi (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The Influence of E-Wom on the Users’ Purchase Decision of M-Learning Apps

https://doi.org/10.24252/minds.v12i2.56216
Azade Asadi Damavandi
Bowling Green State University, Iran, Islamic Republic of
https://orcid.org/0000-0001-7999-5933
Hyacinth Balediata Bangero
Bowling Green State University; University of San Agustin, Philippines
https://orcid.org/0009-0007-9487-4639
Ghazale Asadi Damavandi
Boston University, Iran, Islamic Republic of

Corresponding Author(s) : Hyacinth Balediata Bangero

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 12 No. 2 (2025): December

Abstract

This study examines the influence of electronic word-of-mouth (e-WOM) on information adoption and purchase intentions in mobile learning (M-learning) applications. By extending the Information Adoption Model (IAM) to an educational technology context, it contributes theoretically to understanding how digital peer communication shapes technology uptake. A survey of 345 Iranian young adults reveals that e-WOM significantly affects adoption decisions, with perceived usefulness emerging as a central driver of purchase intentions. The findings underscore the dual role of positive and negative user reviews in shaping app reputation and credibility. Beyond its contextual focus on Iran, where app usage is restricted, the study advances research on e-WOM dynamics in digital learning ecosystems of developing countries. The results provide practical insights for marketers, developers, and educational institutions seeking to leverage user-generated content to enhance trust, strengthen credibility, and foster wider acceptance of M-learning solutions.

Keywords

e-WOM Purchase intention m-Learning apps Information Adoption Model
Damavandi, A. A., Bangero, H., & Damavandi, G. A. (2025). The Influence of E-Wom on the Users’ Purchase Decision of M-Learning Apps. Jurnal Minds: Manajemen Ide Dan Inspirasi, 12(2), 463–474. https://doi.org/10.24252/minds.v12i2.56216
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Author Biographies

Azade Asadi Damavandi, Bowling Green State University

Azade has a bachelor’s in electrical engineering from Islamic Azad University and a master’s in Entrepreneurship from the University of Tehran. She is currently a PhD student in Media and Communication at BGSU. Her research interest is New Media, Marketing Communication, and Technological Communication.
She worked in accelerator and startup as a mentor and cofounder.

Hyacinth Balediata Bangero, Bowling Green State University; University of San Agustin

Hyacinth Bangero is a PhD candidate in Media and Communication at Bowling Green State University. Her research interests include government and political communication, social media influencers, Generative AI, marketing, and family communication. Hyacinth has published in journals such as Government Information Quarterly and Communication Teacher and has presented her work at both national and international conferences. She is a Fulbright scholar from the Philippines and an Assistant Professor at the University of San Agustin in Iloilo City, Philippines.

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