The effects of digital word-of-mouth on brand image and purchase intention

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.