The impact of electronic word of mouth on brand image and buying decision: An empirical study in Vietnam tourism

Generation Z (Gen-Z) consumers have been averred to rely on electronic word of mouth (eWOM) for making purchase decisions and expect integrity in brand communication. A significant question bearing both theoretical and practical implications, however, is how the tendency of these consumers to associate brand image with brand integrity influences the impact of eWOM on their purchase intentions, which remains unanswered. Also, studies focusing on a specific gender of Gen-Z consumers are limited. Using the signaling theory and a survey, the study suggests that eWOM signals play a significant role in influencing purchase intentions among female Gen-Z consumers, as well as their perceptions of the brand image and the brand integrity of makeup brands. For female Gen-Z consumers, eWOM signals that enhance the perceptions of brand integrity and brand image tend to equally matter in their makeup purchase decision making. These findings have implications for an industry that is marked by increasing demand for transparency and responsible marketing communication.

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The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE)

Journal of Islamic Marketing ◽

10.1108/jima-03-2018-0059 ◽

2019 ◽

Vol 10 (3) ◽

pp. 759-767 ◽

Cited By ~ 2

Author(s):

Mohammed T. Nuseir

Keyword(s):

United Arab Emirates ◽

Word Of Mouth ◽

Brand Image ◽

Purchase Intentions ◽

Research Approach ◽

Electronic Word Of Mouth ◽

Content Type ◽

Online Purchase ◽

Islamic Countries ◽

The Impact

Purpose The purpose of this paper is to contribute to the marketing literature regarding Islamic countries, in particular the United Arab Emirates (UAE), by assessing the impact of electronic word of mouth (e-WOM) on brand image and on the online purchase intentions of consumers. Design/methodology/approach Using a descriptive research approach, this study used quantitative data to assess how the online purchase intentions of consumers in the UAE are influenced by e-WOM and brand image. Findings E-WOM has a significant impact on online purchase intentions and brand image among consumers. Brand image significantly influences the online purchase intentions of consumers. Research limitations/implications The conclusions may not be generalizable because not all areas of the UAE were represented in this study. In future studies, a larger and more inclusive sample would help to overcome this limitation. Practical implications This study will help marketers to understand the power of e-WOM, an important marketing tool, and to use resources more strategically to attract new customers. Originality/value E-WOM is the most commonly used and most effective medium of sharing opinions and reviews pertaining to various products and services in the market. Understanding how it influences the purchase intentions of consumers is imperative and has strong implications for marketers.

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BRAND IMAGE AS A MEDIATION OF ELECTRONIC WORD OF MOUTH ON PURCHASING INTENTION OF LANEIGE

Jurnal Penelitan Ekonomi dan Bisnis ◽

10.33633/jpeb.v5i2.3270 ◽

2020 ◽

Vol 5 (2) ◽

pp. 180-193

Author(s):

Chikita Fatimasokasari Supradita ◽

Surpiko Hapsoro Darpito ◽

Dwi Hari Laksana

Keyword(s):

Word Of Mouth ◽

Brand Image ◽

Positive Impact ◽

Sampling Technique ◽

Electronic Word Of Mouth ◽

Validity And Reliability ◽

Purchasing Intention ◽

Analysis Technique ◽

The Impact

The purpose of the study was to know and analyze the role of brand image as a mediator of the impact of the Electronic Word of Mouth on purchasing intention of Laneige’s product. A sample of 100 respondents used a purposive sampling technique. The type of test used to analyze the data was the validity and reliability test. The data analysis technique used is path analysis. The results of the Electronic Word of Mouth study have a significant and positive effect on brand image and purchasing intention. The Brand image also has a significant and positive impact on purchasing intention and directly has a role as a mediator on the impact of Electronic Word of Mouth on purchasing intention of Laneige’s Product.Keywords: Electronic Word of Mouth; Brand Image; Purchasing Intention

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The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor: an empirical study

International Journal of Networking and Virtual Organisations ◽

10.1504/ijnvo.2021.10037256 ◽

2021 ◽

Vol 24 (2) ◽

pp. 182

Author(s):

Rawan Al Qaimari ◽

Malak Al Hassan ◽

Hani Al Dmour ◽

Ahmad Aloqaily

Keyword(s):

Empirical Study ◽

Purchase Intention ◽

Word Of Mouth ◽

Brand Image ◽

Electronic Word Of Mouth ◽

Mediating Factor

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The Effect of Service Quality and Electronic Word of Mouth (E-WOM) Towards the Loyalty Through Brand Image (The Study on the Customers of Sriwijaya Air in Indonesia)

10.7176/ejbm/11-12-11 ◽

2019 ◽

Keyword(s):

Service Quality ◽

Word Of Mouth ◽

Brand Image ◽

Electronic Word Of Mouth

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The Effect of Electronic Word-of-Mouth in Social Media toward Consumer Purchase Decision with Brand Image as Moderating Variable

JOURNAL OF RESEARCH IN MANAGEMENT ◽

10.32424/jorim.v1i1.14 ◽

2018 ◽

Vol 1 (1) ◽

Author(s):

ANINDYA PRAMESTIARA ◽

RAHAB RAHAB

Keyword(s):

Social Media ◽

Research Method ◽

Word Of Mouth ◽

Brand Image ◽

Purchase Decision ◽

Sampling Techniques ◽

Purchase Decisions ◽

Electronic Word Of Mouth ◽

Exchange Information

Social media has made it possible for users to exchange information and discuss theiropinions and experiences about products or services through online on their social mediaplatform with their peers. This kind of communication is called as electronic word-of-mouth(e-WOM) where the information can be spread faster and has the potential for greaterimpact on consumers purchase decision. Therefore, the aim of this research is to know theeffect of e-WOM (including quality and quantity of e-WOM as well as sender’s expertise) insocial media on consumers’ purchase decisions moderated by brand image. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non-probability sampling techniques are used for sampleselection. The sample of this research is 175, from people who have purchased and usedEtude House product. Statistical software SPSS and AMOS is used to analyze the data. Thefindings in this area will help Etude House and other marketers to reach out its potentialcustomers and align their marketing effort in efficient way by pay attention on the marketingpolicies about eWOM. The limitations of the research is some respondents not read andanswer the question clearly and made it not represent their exact perception.

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The Influence of Social Networks on the Choice of a University Brand by Generation Y

Eurasian Journal of Economic and Business Studies ◽

10.47703/ejebs.v4i62.66 ◽

2021 ◽

Vol 4 (62) ◽

pp. 5-22

Author(s):

Nargiza Aliyeva ◽

Gaukhar Mukhamediyeva

Keyword(s):

Social Networks ◽

Social Media ◽

Brand Equity ◽

Generation Y ◽

Word Of Mouth ◽

Social Space ◽

Electronic Word Of Mouth ◽

The Impact ◽

Positive Effect ◽

University Brand

Social networks are actively penetrating into all spheres of our society. The influence of social media is strongly affected by the younger generation, who spends a lot of time in the virtual social space. The purpose of this study was to study the influence of social networks on the choice of a university brand by representatives of generation Y. The data was collected through an online survey using the Google forms service. The results obtained indicate that social media engagement has a positive effect on brand image. Firm-created and user-generated social media communication have a positive effect on brand equity in Higher Education Institutions. Brand equity positively influences Brand choice intention. The value of this study lies in the fact that it considered the influence of various factors on the formation of the intention of representatives of generation Y to choose brands of universities, taking into account the moderate effect of electronic word of mouth. The results obtained complement the scientific literature on the impact of social media on consumer behavior. The results of this study can help in understanding the choice of students of educational organizations, taking into account the influence of social networks and electronic word of mouth, which can help university marketing departments to promote brands more effectively in the social media space.

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An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry

Exploring the Power of Electronic Word-of-Mouth in the Services Industry - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-8575-6.ch015 ◽

2020 ◽

pp. 265-287

Author(s):

Anna Makrides ◽

Demetris Vrontis ◽

Michael Christofi

Keyword(s):

Marketing Strategy ◽

Word Of Mouth ◽

Survey Methodology ◽

Digital Marketing ◽

Brand Awareness ◽

Electronic Word Of Mouth ◽

Widespread Access ◽

The Impact ◽

Core Part ◽

Positive Effect

The widespread access of electronic word of mouth (e-WOM) enables contemporary consumers to assess the opinions of others, irrespective of geographical boundaries, about products and services. This research examines the impact of e-WOM on building international brand awareness when the former is used as a core part of a company's overall digital marketing strategy. By applying the survey methodology, the findings provide support for this positive effect; namely, the integration of e-WOM in the overall digital marketing strategy and activities applied by an organization can enhance brand awareness beyond country borders and contribute towards the overall organizational effectiveness and success. Taken together, the study provides further insight into eWOM and cross-border brand awareness relationship and outlines several questions that deserve further study.

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