Title: Role of electronic word of mouth on purchase intention

Authors: Wajeeha Aslam; Kashif Farhat; Imtiaz Arif

Addresses: IQRA University, Abid Town, Block 2, Gulshan e Iqbal, Karachi, Pakistan ' Universiti Utara Malaysia (UUM), Sintok, Kedah 06010, Malaysia ' IQRA University, Abid Town, Block 2, Gulshan e Iqbal, Karachi, Pakistan

Abstract: The purpose of this study is to explore the impact of electronic word of mouth (Ewom) on brand image (BIM) and customer satisfaction (CS) and their impact on purchase intention (PI). Impact of online websites (OWs) on Ewom and impact of receiver's perspective (RP) on CS and BIM was also checked. A Likert scale questionnaire was used to gather the responses of 253 and then was tested empirically. The study finds out the positive impact of Ewom and RP on CS and BIM. Also, CS and BIM have a significant impact on PI. Result also confirms that OW has a positive impact on Ewom. This research explains theory of stimulus- organism- response paradigm to identify the impact of Ewom which effect BIM and CS in online and technological generation. The paper provides valuable information to marketers that how quality website generates positive word of mouth which leads to purchase intention.

Keywords: electronic word of mouth; Ewom; brand image; customer satisfaction; social media; online websites; receiver's perspective; purchase intention; technology.

DOI: 10.1504/IJBIS.2019.099304

International Journal of Business Information Systems, 2019 Vol.30 No.4, pp.411 - 426

Received: 24 Nov 2016
Accepted: 26 Aug 2017

Published online: 26 Apr 2019 *

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