Title: The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor: an empirical study

Authors: Hani Al-Dmour; Ahmad Aloqaily; Rawan Al-Qaimari; Malak Al-Hassan

Addresses: School of Business, The University of Jordan, P.O. Box 11942, Amman, Jordan ' Department of Computer Science and its Applications, Faculty of Prince Al-Hussein Bin Abdallah II For Information Technology, The Hashemite University, P.O. Box 330127, Zarqa 13133, Jordan ' School of Business, The University of Jordan, P.O. Box 11942, Amman, Jordan ' King Abdullah II School of Information Technology, The University of Jordan, P.O. Box 11942, Amman, Jordan

Abstract: This study aims to investigate the impact of electronic word of mouth (eWOM) on the brand image and purchase intention in the telecommunication sector in Jordan. A quantitative-based approach was used for data collection, and a research model was suggested and tested empirically using a sample of 354 respondents who had experiences with the internet and social media. Measurement items are adopted and modified from existing scales found in the relevant prior studies to fit the study's objectives. Using multiple regression analysis, the findings show that eWOM has a positive significant effect on both purchase intention and brand image; the brand image has a significant impact on purchase intention, and eWOM has a fully indirect impact on purchase intention through the brand image as a mediating factor. The current study suggested that telecommunication service providers should wisely and professionally focus on eWOM's favourable contacts to promote a brand image that will later promote the customers' purchase intention.

Keywords: regression analysis; electronic word of mouth; eWOM; brand image; purchase intention; mobile and internet; Jordanian telecommunication sector.

DOI: 10.1504/IJNVO.2021.114732

International Journal of Networking and Virtual Organisations, 2021 Vol.24 No.2, pp.182 - 199

Received: 09 Jan 2020
Accepted: 07 May 2020

Published online: 21 Apr 2021 *

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