The influence of brand image for the online direct selling of a Malaysian micro-enterprise cosmetic brand: the mediating role of brand awareness
by Rajat Subhra Chatterjee; Linda Seduram; Tan Sin Kwang; Chay Yau Choon; Abdullah Al Mamun
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 15, No. 5/6, 2021

Abstract: In the backdrop of the augmented growth of micro-enterprises in Malaysia, this study examined the effects of credibility opinion, electronic word-of-mouth (e-WOM), and social interaction on brand awareness and brand image. This study adopted a cross-sectional design by collecting quantitative data from 223 conveniently selected female online users of Susenji, which is a cosmetic brand and they live in Kuala Lumpur, Malaysia. The findings revealed that e-WOM and social interaction have a significant positive effect on brand awareness. Besides that, e-WOM, credibility opinion, and brand awareness have a significant positive effect on brand image. The findings also revealed that brand awareness mediates the relationship between social influence and e-WOM. The study contributed primarily to the current literature of the online direct selling micro-enterprises and the mediating relationship between brand awareness and the cosmetic brand industry.

Online publication date: Mon, 18-Oct-2021

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