The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention

The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention

This study aimed to investigate the function of brand image in mediating the impact of social media and electronic word-of-mouth on purchase intention. Methods The causality technique is employed in this study. Customers who purchase on South Tangerang's Lazada marketplace make up the study...

Full description

Bibliographic Details
Main Authors: Dede Solihin, Ahyani Ahyani
Format: Article
Language:Indonesian
Published: Institut Ilmu Sosial dan Manajemen STIAMI 2022-09-01
Series:Majalah Ilmiah Bijak
Subjects:
brand image
electronic word of mouth
social media
purchase intention
Online Access:https://ojs.stiami.ac.id/index.php/bijak/article/view/2384

Internet

https://ojs.stiami.ac.id/index.php/bijak/article/view/2384

Similar Items