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The effects of digital word-of-mouth on brand image and purchase intention
Author
Source
African Journal of Advanced Studies in Humanities and Social Sciences
Issue
Vol. 1, Issue 3 (31 Jul. 2022), pp.80-87, 8 p.
Publisher
African Academy of Advanced Studies
Publication Date
2022-07-31
Country of Publication
Libya
No. of Pages
8
Main Subjects
Abstract EN
This study investigates the impact of electronic word of-mouth (e-WOM) on consumer behaviour, and more specifically on product brand image and purchase intention.
after a brief review of the academic literature, the research employs a survey-based method.
the structured questionnaire was designed using google forms and was shared online.
using a 20 question and convenience sampling method, the data were collected from 140 consumers in Algeria.
the results of the data analysis, using PLS.
V3 structural equations, show that e-WOM has a positive and significant impact on brand image and purchase intention, and that the WOM and BI have a significant positive impact on PI.
American Psychological Association (APA)
Sayah, Fatimah. 2022. The effects of digital word-of-mouth on brand image and purchase intention. African Journal of Advanced Studies in Humanities and Social Sciences،Vol. 1, no. 3, pp.80-87.
https://search.emarefa.net/detail/BIM-1587370
Modern Language Association (MLA)
Sayah, Fatimah. The effects of digital word-of-mouth on brand image and purchase intention. African Journal of Advanced Studies in Humanities and Social Sciences Vol. 1, no. 3 (Jul. / Sep. 2022), pp.80-87.
https://search.emarefa.net/detail/BIM-1587370
American Medical Association (AMA)
Sayah, Fatimah. The effects of digital word-of-mouth on brand image and purchase intention. African Journal of Advanced Studies in Humanities and Social Sciences. 2022. Vol. 1, no. 3, pp.80-87.
https://search.emarefa.net/detail/BIM-1587370
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 86-87
Record ID
BIM-1587370