The domination of Word of mouth (WOM) has been applauded for many years as key influence on consumer purchases. Associating WOM with the internet usually called electronic-WOM (e-WOM) makes transmission of messages much easier, wider and faster. As e-WOM is not restricted to strong social tie groups thus the message itself plays a critical role in building purchase intention. The present study,...

The use of the WWW as a venue for voicing opinions, complaints and recommendations on products and firms has been widely reported in the popular media. However little is known how consumers use these reviews and if they subsequently have any influence on evaluations and purchase intentions of products and retailers. This study examines the effect of negative reviews on retailer evaluation and p...

Consumer purchasing decisions relating to foreign products are influenced by economic, psychological and sociological factors. This study attempts to relate such rarely studied variables as animosity and ethnocentrism to concepts taken from consumer behavior which are brand image and purchase intention. Consequently, this study attempts to provide insights into how brand image, consumer ethnoce...

Tujuan penelitian ini untuk menganalisis 1) pengaruh e-wom, persepsi nilai dan citra merek terhadap minat beli. 2) e-wom 3) peran memediasi 
 Pengujian hipotesis dilakukan dengan PLS-SEM kepada 153 responden yaitu pengguna smartphone Samsung melalui online kuesioner. Hasil pengujian menunjukkan bahwa berpengaruh secara signifikan E-wom merek, dapat beli signifikan.
 The purpose of thi...

The purpose of this study is to propose a model understand the impact brand information (awareness and image) on marketing variables (satisfaction, loyalty, WOM purchase intention) for individuals who like or follow brands in social media. In study, 522 questionnaires were collected, multi-group structural equation modelling was used. According findings, awareness had significant direct effect ...

today more than ever customer orientation as the most important competitive advantage has gained an increasing importance. this paper aims to examine the relation between perceived value, perceived quality, customer satisfaction, and re-purchase intention in tehran department stores. this is a descriptive survey study. the statistical population of the research is composed of customers of the t...

In this research, we investigate how television advertising drives online word-of-mouth (WOM). We first explore if television advertising (1) affects online WOM about the brand advertised and (2) associates with changes in online WOM about the program in which the advertisement airs. We further examine if the media context in which the advertisement appears – the television program – impacts th...

nformation spreads rapidly through social media, with a steady increase in media users Indonesia each year. This presents an important concern for marketers, particularly the automotive industry, which has experienced growth car sales 2021. Information disseminated between users, known as electronic word-of-mouth (e-WOM), is believed to have impact on consumers' purchase intentions. Therefore, ...

the purpose of this study is to investigate the extent to which brand experience affects brand credit, brand attitude, and customer-based brand equity. by five-point likert scale, the data will be collected through questionnaire filled by 385 students in islamic azad university-firouzkouh branch using samsung, apple, nokia, sony, sony ericsson, and lg cell phones. lisrel is used to test researc...

Penelitian ini bertujuan untuk melihat apakah terdapat pengaruh dari e-WOM terhadap purchase intention mahasiswi pada produk beauty brand. menggunakan pendekatan kuantitatif eksperimental dengan rancangan between participant pre-test dan post-test. Digunakan alat ukur Iswara Jatra (2017) mengukur dasar teori Schiffman Kanuk (2007). Pengambilan sampel teknik convenience sampling jumlah 116 parti...