The Effects of Digital Word-Of-Mouth on Brand Image and Purchase Intention

Fatima SAYAH

المؤلفون

Fatima SAYAH
fatima.sayah@univ-relizane.dz
Professor, Faculty of Economics, Commercial Sciences and Management, Department of Commerce, University of Relizane, Algeria

الكلمات المفتاحية:

Electronic word-of-mouth، Product brand image، Purchase intention، Consumer behaviour

الملخص

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.

Dimensions

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