Title: Relation between electronic word of mouth and purchase intention: exploring the mediating role of brand image

Authors: Deepak Kaushal; Amar Kumar Mishra; Swati Bisht

Addresses: Department of Management Studies, Graphic Era (Deemed to be University), Dehradun, India ' Department of Management Studies, Graphic Era (Deemed to be University), Dehradun, India ' School of Management Studies, IMS Unison University, Dehradun, India

Abstract: Word of mouth is considered to be one of the pre-eminent mediums of communication for the consumer to exchange information regarding product/service which ultimately affects the behaviour of consumers. With the invention of the internet and technology, consumers have dropped the traditional way of communication and started moving towards online channels of communication to attain information regarding products/services to settle the purchase decision. Because of the vast growth of electronic word of mouth (EWOM) communication in India, many marketers and researchers are showing interest and trying to acknowledge how EWOM influences the behaviour of consumers and their purchase intention (PI). However, the mechanism through which EWOM influences PI has not been explored much. The main motive of this research was to examine the conceivable influence of EWOM communication on PI through brand image (BI) in context to Indian customers.

Keywords: electronic word of mouth communication; EWOM; brand image; purchase intention; structural equation modelling.

DOI: 10.1504/IJIMA.2023.132720

International Journal of Internet Marketing and Advertising, 2023 Vol.19 No.1/2, pp.86 - 99

Received: 20 Apr 2021
Accepted: 10 Dec 2021
Published online: 09 Aug 2023 *

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