Title: The influence of brand image for the online direct selling of a Malaysian micro-enterprise cosmetic brand: the mediating role of brand awareness

Authors: Rajat Subhra Chatterjee; Linda Seduram; Tan Sin Kwang; Chay Yau Choon; Abdullah Al Mamun

Addresses: Department of Marketing, UCSI University, Kuala Lumpur, Malaysia ' Department of Marketing, UCSI University, Kuala Lumpur, Malaysia ' Department of Marketing, UCSI University, Kuala Lumpur, Malaysia ' Department of Marketing, UCSI University, Kuala Lumpur, Malaysia ' Department of Management, UCSI University, Kuala Lumpur, Malaysia

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.

Keywords: credibility opinion; electronic word-of-mouth; e-WOM; social interaction; brand awareness; brand image.

DOI: 10.1504/IJIMA.2021.10041924

International Journal of Internet Marketing and Advertising, 2021 Vol.15 No.5/6, pp.593 - 614

Received: 20 Aug 2019
Accepted: 27 Apr 2020

Published online: 12 Oct 2021 *

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