The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus ,
This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data collected from 402 valid...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2019-04-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol9/msl_2019_52.pdf |
| _version_ | 1818953311075696640 |
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| author | Muneer Alrwashdeh Okechukwu Lawrence Emeagwali Hasan Yousef Aljuhmani |
| author_facet | Muneer Alrwashdeh Okechukwu Lawrence Emeagwali Hasan Yousef Aljuhmani |
| author_sort | Muneer Alrwashdeh |
| collection | DOAJ |
| description | This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data collected from 402 valid respondents among consumers who use smartphone brands in North Cyprus. The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results confirm the significant effects of eWOM on purchase intention through brand image and the moderating role of product type among eWOM, purchase intentions and brand image. The study also recommends that firms and marketers must concentrate on online communication channels to affect consumers’ intention toward purchasing brands and brand image. Moreover, the current study model suggests that future study can be extended in different context, countries (i.e. developed, emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social me-dia platforms sites (i.e. Facebook, Twitter). |
| first_indexed | 2024-12-20T10:04:15Z |
| format | Article |
| id | doaj.art-f03bdb17ee5e476bac71cf0b74a91908 |
| institution | Directory Open Access Journal |
| issn | 1923-9335 1923-9343 |
| language | English |
| last_indexed | 2024-12-20T10:04:15Z |
| publishDate | 2019-04-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-f03bdb17ee5e476bac71cf0b74a919082022-12-21T19:44:16ZengGrowing ScienceManagement Science Letters1923-93351923-93432019-04-019450551810.5267/j.msl.2019.1.011The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus ,Muneer AlrwashdehOkechukwu Lawrence Emeagwali Hasan Yousef AljuhmaniThis study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data collected from 402 valid respondents among consumers who use smartphone brands in North Cyprus. The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results confirm the significant effects of eWOM on purchase intention through brand image and the moderating role of product type among eWOM, purchase intentions and brand image. The study also recommends that firms and marketers must concentrate on online communication channels to affect consumers’ intention toward purchasing brands and brand image. Moreover, the current study model suggests that future study can be extended in different context, countries (i.e. developed, emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social me-dia platforms sites (i.e. Facebook, Twitter).http://www.growingscience.com/msl/Vol9/msl_2019_52.pdfElectronic word of mouth communicationPurchase intentionBrand imageProduct typeSmartphone brands |
| spellingShingle | Muneer Alrwashdeh Okechukwu Lawrence Emeagwali Hasan Yousef Aljuhmani The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus , Management Science Letters Electronic word of mouth communication Purchase intention Brand image Product type Smartphone brands |
| title | The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus , |
| title_full | The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus , |
| title_fullStr | The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus , |
| title_full_unstemmed | The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus , |
| title_short | The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus , |
| title_sort | effect of electronic word of mouth communication on purchase intention and brand image an applicant smartphone brands in north cyprus |
| topic | Electronic word of mouth communication Purchase intention Brand image Product type Smartphone brands |
| url | http://www.growingscience.com/msl/Vol9/msl_2019_52.pdf |
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