عناصر مشابهة
The Effects of Digital Word-of-Mouth on Brand Image and Purchase Intention
المصدر: | المجلة الإفريقية للدراسات المتقدمة في العلوم الإنسانية والاجتماعية |
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الناشر: |
الأكاديمية الأفريقية للدراسات المتقدمة
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المؤلف الرئيسي: | |
المجلد/العدد: | مج1, ع3 |
محكمة: | نعم |
الدولة: | ليبيا |
التاريخ الميلادي: | 2022 |
الصفحات: | 80 - 87 |
ISSN: | 2957-5907 |
رقم MD: | 1378215 |
نوع المحتوى: | بحوث ومقالات |
اللغة: | English |
قواعد المعلومات: | EduSearch HumanIndex |
مواضيع: | |
رابط المحتوى: |
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المستخلص: | This study investigates the impact of electronic word-of-mouth (e-WOM) on consumer behaviour, and more specifically on product brand image and purchase intention. After a brief review of the academic literature, The research employs a survey-based method. The structured questionnaire was designed using google forms and was shared online. Using a 20 question and convenience sampling method, the data were collected from 140 consumers in Algeria. The results of the data analysis, using PLS. V3 structural equations, show that e-WOM has a positive and significant impact on brand image and purchase intention, and that the WOM and BI have a significant positive impact on PI. |
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