e-WOM & Purchase Intention towards Mobile Data Packages among Facebook users: The Mediating Effect of Brand Image

Facebook is undoubtedly the leading social networking service in Sri Lanka, which comprises approximately 7.9 million users by creating a massive platform to advertise and brand engagement. Therefore, it has become an essential tool for eWOM, crucial Marketers understand leverage on media. The Mobile Telecommunication industry competitive technologically advanced sector sized at 30.41Mn mobile connections rapidly ignite Social Networking Sites based interactions; hence, eWOM behaviour pivotal examine as digital communicational reality. Accordingly, purpose of this paper investigate impact Purchase Intention millions consumers are now exposed platforms how impactful amidst image among Lanka. Even though many scholars studied issue different contexts very little research was done significance instrumentalized fill gap open scholarly discussion. A survey conducted data collection via 5-point Likert scale questionnaire 267 respondents. findings revealed positive relationship between packages context Lankan & positively strengthened Brand Image. Furthermore, outcome could be used base study other give new knowledge academic business world.