Impact of e-WOM on the Brand Image and Purchase Intention of the Consumer

Author:

Kochhar Namita1,Bhagat Nidhi2

Affiliation:

1. GNA University, Phagwara, India

2. Lovely Professional University, India

Abstract

In this digital age, any information is just a click away, whether it is relating to business news or the fashion world. Consumers today do not rely on print media for any news; rather, they resort to online platforms for exploring the details with regard to the any product or services before making any buying decisions. In this chapter, the researcher has tried to explore how e-WOM has influenced the brand image and shaped consumers' perception towards product purchase decisions. The population of the study are the customers who use online platforms for purchasing or making purchase decisions. A structured questionnaire has been filled in by 341 respondents so as to analyse the impact of factors on the consumer's perception of purchase. The statistical technique used is SEM. The findings indicate that electronic word of mouth (e-WOM) significantly affects brand image and also has a substantial impact on purchase intentions. Further, brand image of a product also influences the consumer buying decisions.

Publisher

IGI Global

Reference61 articles.

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3. ACNielsen. (2007), Trust in Advertising: A Global Nielsen Consumer Report. ACNielsen, New York, NY.

4. The influence of C2C communications in online brand communities on customer purchase behavior

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