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

Authors

  • Fatima SAYAH Professor, Faculty of Economics, Commercial Sciences and Management, Department of Commerce, University of Relizane, Algeria

Keywords:

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

Abstract

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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Published

2022-07-31

How to Cite

Fatima SAYAH. (2022). The Effects of Digital Word-Of-Mouth on Brand Image and Purchase Intention. African Journal of Advanced Studies in Humanities and Social Sciences (AJASHSS), 1(3), 80–87. Retrieved from https://aaasjournals.com/index.php/ajashss/article/view/61

Issue

المجلد الأول، العدد الثالث، (يوليو- سبتمبر) 2022

Section

Articles
Copyright & Licensing

Copyright (c) 2022 Fatima SAYAH

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.