The Effects of Digital Word-of-Mouth on Brand Image and Purchase Intention
| المصدر: | المجلة الإفريقية للدراسات المتقدمة في العلوم الإنسانية والاجتماعية |
|---|---|
| الناشر: | الأكاديمية الأفريقية للدراسات المتقدمة |
| المؤلف الرئيسي: | Sayah, Fatima (Author) |
| المجلد/العدد: | مج1, ع3 |
| محكمة: | نعم |
| الدولة: |
ليبيا |
| التاريخ الميلادي: |
2022
|
| الشهر: | سبتمبر |
| الصفحات: | 80 - 87 |
| ISSN: |
2957-5907 |
| رقم MD: | 1378215 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EduSearch, HumanIndex |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Electronic Word-of-Mouth | Product Brand Image | Purchase Intention | Consumer Behaviour
|
| رابط المحتوى: |
عدد مرات التحميل
4
| المستخلص: |
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. |
|---|---|
| ISSN: |
2957-5907 |
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