Electronic Word of Mouth as a Marketing Communication Tool Agains Brand Attitudes and Purchase Intention (original) (raw)
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Dinasti International Journal of Digital Business Management
This article investigates the effect between social media influencer and electronic word of mouth mediated by brand image on purchase intention at Eternamoore Beauty Clinic Makassar through descriptive-quantitative research. We test the hypotheses of 117 respondents from Eternamoore’s Instagram followers and used the Structural Equation Modelling with PLS. The result reveal that social media influencer exhibit better for brand image. Electronic word of mouth has significant and positive effect on brand image. Whereas the social media influencer has unsignificant effects on purchase intention, brand image mediates this effect. Electronic word of mouth can enhance purchase intention. Additionally, the moderated mediation analysis result revealed that the indirect effect of electronic word of mouth on purchase intention is positively moderated by brand image. These results provide a better understanding of the influencer and e-WOM and offer important contribution to the social media ma...
Management Science Letters , 2019
This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data col-lected from 402 valid respondents among consumers who use smartphone brands in North Cyprus. The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results confirm the significant effects of eWOM on purchase intention through brand image and the mod-erating role of product type among eWOM, purchase intentions and brand image. The study also recommends that firms and marketers must concentrate on online communication channels to af-fect consumers’ intention toward purchasing brands and brand image. Moreover, the current study model suggests that future study can be extended in different context, countries (i.e. developed, emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social media platforms sites (i.e. Facebook, Twitter).
The Business and Management Review, 2016
Word of mouth communication has changed massively over the years, due to sophisticated technologies and new techniques, to a more ubiquitous form of communication called electronic word of mouth. The purpose of this paper is to examine the influence of e-WOM on purchase intention, as well as examining the mediating effect of brand image and consumer's attitude towards the brand on the relationship between e-WOM and purchase intention. To empirically test the hypothesized relationships between variables a model consisted of those variables was developed based on literature review. This model was analyzed using Structural Equation Modeling (SEM) using AMOS program 22. A quantitative, descriptive analysis a self-administered structured questionnaire was designed to investigate model relationships and was distributed on.469 undergraduates students from two large Business Schools affiliated to public and private universities operating in Cairo the capital of Egypt using the convenience sample technique. As most studies can hardly be implemented and applied to countries like Egypt. Therefore, Egypt is worthwhile to be studied on the topic of e-WOM and its influence on purchase intention. Empirical results indicated that eWOM had a significantly positive impact on brand image, brand attitudes and consumers' purchasing intention also findings revealed that brand image has a strong effect on the consumers' attitude toward a specific brand. The results could be useful for the organizations to better serve their consumers through the online buzz marketing strategies.
Peran Ewom Dalam Membentuk Brand Attitude Dan Purchase Intention Pada Brand Rollover Reaction
The purpose of this paper is to examine how user-generated positive social electronic word-ofmouth (eWOM) via Instagram affects brand attitude and, consequently, influences purchase intention of Rollover Reaction Lip Cream. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers' attitude towards the brand but also impacts their buying intentions. A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 120 respondents comprising users of Instagram. The research established that user-generated positive eWOM on social networking site, Instagram has an influence on Brand attitude and Purchase intention, and Brand attitude was found to be the biggest influence on purchase intention.
This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data collected from 402 valid respondents among consumers who use smartphone brands in North Cyprus. The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results confirm the significant effects of eWOM on purchase intention through brand image and the moderating role of product type among eWOM, purchase intentions and brand image. The study also recommends that firms and marketers must concentrate on online communication channels to affect consumers' intention toward purchasing brands and brand image. Moreover, the current study model suggests that future study can be extended in different context, countries (i.e. developed, emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social media platforms sites (i.e. Facebook, Twitter).
The Influence of Electronic Word Of Mouth Toward Brand Image and Purchase Intention of 13th Shoes
International Conference on Economics, Education and Humanities (ICEEH) 2014, 2014
Shifting marketing era from Legacy Marketing to New Wave Marketing affects in the emergence of virtual entrepreneurs. 13th Shoes - new local online based shoes brand - utilizes three well-known social media as promotion media. In early 2012, when 13th Shoes started to use instagram as its promotion media, there’re an increase in sales with higher margin than the previous years. Research objective is examining the influence of Electronic Word of Mouth (EWOM) among 13th Shoes Instagram toward Brand Image and Purchase Intention. This research is using Purposive Sampling with 200 samples and Structural Equation Modeling with SmartPLS. All variables obtained an almost good responds from respondents. The direct effect of EWOM towards Purchase Intention is 15.9% and indirect effect towards Brand Image is 36.1%. The effects of EWOM towards brand image and purchase intention are equally by 60%. 13th Shoes is suggested to keep increased its brand image.
CERN European Organization for Nuclear Research - Zenodo, 2022
This study analyzes the relations of electronic word-of-mouth, brand image, brand awareness, and purchase intention on skincare brand. Word-of-mouth, or customer's honest testimonial, is known to be more reliable in informing customer's attitudes and behavioral intentions as it is perceived to be of great credibility and trustworthiness. On account of the advancement of technology, social networking sites (SNS) also play a substantial role in facilitating electronic word-of-mouth activity among cosmetic customers. This study intends to look into the effect of E-WOM on brand image and brand awareness on purchase intentions in skincare products specifically in Indonesia. The results of calculations show that all variables, i.e., E-WOM, Brand Image, Brand Awareness, Purchase Intention, have a positive effect. In the context of skincare, E-WOM is indeed one of the means to be particularly incorporated in purchasing decisions.
This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of Electronic Word-of-Mouth (eWOM) on brand image and purchase intention. The main purpose of the research is to investigate the effect of Electronic Word-of-Mouth (eWOM) on brand image and purchase intention, a study on Malaysia's automobile industry focusing on Malaysian branded cars. Systematization literary sources and approaches for solving the problem, before we embark to the details of this research, the paper will give a synopsis of the study indicates that purchase intention. The relevance of the decision of this scientific problem is that many studies need an Investigation of the topic of Electronic Word-of-Mouth (eWOM) on brand image and purchase intention. In the paper is carried out in the following logical sequence Methodological tools of the research methods were done huge reviews of the pervious researches. The object of research is the chosen Malaysia's automobile industry focusing on Malaysian branded cars, because namely they have an intention of the customers. The paper presents the results of past studies and showed that the new proposed framework. The research proposed future direction and potential solution of the issues. Initially this will highlight commence with a research background followed by a problem statement then significance of the study which will eventually be trailed with the research questions, research objectives and lastly, limitations will be elucidated.
This research is being carried out in order to determine whether the purchase intentions of cosmetic product customers living in Karachi are influenced by electronic word of mouth marketing, perceived value of the product and social networking sites and how these variables are influencing the purchase decisions of online buyers. The study also focuses on finding the significance of perceived value, social networking sites and e-WOM in influencing the purchase intentions of customers of cosmetic products living in Karachi. It was really important for us to conduct the research on this topic in order to find out the gap between our research and the previous researches that have been conducted in different countries of the world. The pathway undertaken in this paper was explanatory research which served as a basis for our data collection and analysis as we had to check the existence of any potential relationship that may exist between our dependent and independent variables. We have used 150 respondents for the sample size of this research. The target population for our research were women who are the ultimate users of cosmetic products and brands. The sampling technique used in our research was systematic random technique. The instrument that we chose for our data collection was questionnaires which consist of Likert scale questions. We have analyzed our data and determined the relationship that exist between our dependent variable and independent variables by using one sample t-test technique. The result of the test concludes that each of our independent variable (e-WOM, social networking sites and perceived value) has an impact on our dependent variable which is purchase intentions of customers of cosmetic products. Finally, at the end of this report, we have also provided the conclusions and discussions based on our understanding of previous literatures and knowledge that we gained while conducting this research. The implications and recommendations were also provided in this research to facilitate our various stakeholders and to solve the problems that were the focus of this research. Lastly, we have also given the limitations of this research at the end of the report.
2021
Purchase intention is one of the most significant aspect that influences the advancement of a business also used as a consumer behaviour prediction. Traditional marketing is one of abandoned and digital marketing became a trend with its virtual and real time features which is allowed the company to directly communicate with their consumer. Thus, this study aimed to observe the impact of social media communication and word of mouth in the brand image and purchase intention. The participant of this study is obtained by purposive sampling with the method of cross-sectional survey. The result shows a structural model-Listrel from 200 participants show that social media communication with user generated content and firm generated content, also word of mouth, directly influences brand image and purchase intention. Here, Brand image partially mediates the relationship between social media communication with user and firm generated content (T-value 2.28 to 5.24), word of mouth with purchase...