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02128nam a22002297a 4500 |
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2129411 |
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|a eng
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044 |
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|b ليبيا
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100 |
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|a Sayah, Fatima
|e Author
|9 522523
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245 |
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|a The Effects of Digital Word-of-Mouth on Brand Image and Purchase Intention
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260 |
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|b الأكاديمية الأفريقية للدراسات المتقدمة
|c 2022
|g سبتمبر
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300 |
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|a 80 - 87
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336 |
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|a بحوث ومقالات
|b Article
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520 |
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|b 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.
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653 |
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|a التسويق الشفوي
|a التسويق الإلكتروني
|a نية الشراء
|a العلامة التجارية الإلكترونية
|a المستهلك الجزائري
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692 |
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|b Electronic Word-of-Mouth
|b Product Brand Image
|b Purchase Intention
|b Consumer Behaviour
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773 |
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|4 العلوم الإنسانية ، متعددة التخصصات
|4 العلوم الاجتماعية ، متعددة التخصصات
|6 Humanities, Multidisciplinary
|6 Social Sciences, Interdisciplinary
|c 006
|e African Journal of Advanced Studies in Humanities and Social Sciences
|f al-Maǧallaẗ al-ifrīqiyyaẗ li-l-dirāsāt al-mutaqaddimaẗ fī al-ʿulūm al-insāniyyaẗ wa-al-iǧtimāʿiyyaẗ
|l 003
|m مج1, ع3
|o 2462
|s المجلة الإفريقية للدراسات المتقدمة في العلوم الإنسانية والاجتماعية
|v 001
|x 2957-5907
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856 |
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|u 2462-001-003-006.pdf
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930 |
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|d y
|p y
|q n
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|a EduSearch
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995 |
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|a HumanIndex
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999 |
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|c 1378215
|d 1378215
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