The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus ,

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...

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Bibliographic Details
Main Authors: Muneer Alrwashdeh, Okechukwu Lawrence Emeagwali, Hasan Yousef Aljuhmani
Format: Article
Language:English
Published: Growing Science 2019-04-01
Series:Management Science Letters
Subjects:
Electronic word of mouth communication
Purchase intention
Brand image
Product type
Smartphone brands
Online Access:http://www.growingscience.com/msl/Vol9/msl_2019_52.pdf

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