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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