The Mediating Effect of Brand Image Between Electronic Word of Mouth and Purchase Intention in Social Media

Yunus, Nur Helyana; Ariff, Mohd Shoki Md; Som, Norhuzaimah Mohd; Zakuan, Norhayati; Sulaiman, Zuraidah

doi:10.1166/asl.2016.7999

Cited by 19 publications

(31 citation statements)

References 12 publications

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“…Auty and Elliott (1998) added that younger people were likely to be viewed as trendy. The significant positive association between electronic word of mouth and consumer perceived trustworthiness was also evident in the previous researches where Yunus et al (2016) found that the eWoM is positively affecting the consumers' perceived social media trustworthiness.…”

Section: Discussionsupporting

confidence: 66%

“…Social media has created a perfect environment for consumers to generate and share eWOM about products or services related information to their connection in social media without restriction (Kim & Ko, 2010;Vollmer & Precourt, 2008). Research provided empirical evidence that eWoM has a positive and significant association with consumer's perceived brand image and social media trustworthiness (Yunus et al, 2016). Hence, organizations use eWOM as an alternative medium to promote their good and services.…”

Section: Electronic Word Of Mouthmentioning

confidence: 99%

“…eWOM may become a viral component if the message being communicated is sufficiently persuasive (Estrella-Ramón & Ellis-Chadwick, 2017). Yunus et al (2016) explained that eWOM positively and significantly affects the consumer's perceived brand image and social media trustworthiness. In this vein, various researches have emphasized the importance of eWOM in creating trustworthiness among consumers.…”

Section: Research Model and Hypothesesmentioning

confidence: 99%

See 2 more Smart Citations

Determinants of Consumer Perceived Trustworthiness in Digital Advertising of Food and Beverage

Baskaran¹,

Gan²,

Nallaluthan³

et al. 2021

IJARBSS

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The advertising industry has been moving toward digital advertising with the help of internet penetration across the world. Importantly, consumers today are exposed to digital advertising with social media advertising becoming one of the most vital channels to get in touch with the consumers. However, consumer trust in social media is reported to be low although trust is not a static concept but changes over time. Hence, this research aimed to study the relationship between social media advertising and consumer perceived trustworthiness among social media users in Malaysia. Consumers' perceived trustworthiness is examined through five dimensions of social media advertising namely personalization, electronic wordof-mouth, interactivity, informativeness, and trendiness. The research employed a quantitative research method and resulted in 415 valid respondents. The statistical results indicated that all dimensions of social media advertising have a significant relationship with consumer perceived trustworthiness. In particular, informativeness, personalization, and electronic word-of-mouth were found to have a stronger association with consumer perceived trustworthiness. These findings added to the existing marketing literature and provided valuable insights for marketers on the ways to enhance consumer perceived trustworthiness through various dimensions of social media advertising. Practically, this study will help the food and beverage industry to understand dominant factors that create consumer trustworthiness while designing their social media marketing interventions to maximize the effect of advertising to survive in a fast-changing and competitive business environment.

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Section: Discussionsupporting

confidence: 66%

Section: Electronic Word Of Mouthmentioning

confidence: 99%

Section: Research Model and Hypothesesmentioning

confidence: 99%

See 1 more Smart Citation

Determinants of Consumer Perceived Trustworthiness in Digital Advertising of Food and Beverage

Baskaran¹,

Gan²,

Nallaluthan³

et al. 2021

IJARBSS

View full text Add to dashboard Cite

show abstract

“…Sikap negatif maupun positif terhadap suatu merek adalah hasil evaluasi preferensi pada suatu merek . Sikap ketidaksukaan atau kesukaan konsumen terhadap sebuah merek bergantung dengan umlah review negatif dan positif pada merek tersebut (Yunus, Ariff, Som, Zakuan, & Sulaiamn, 2016). Individu mengembangkan sikap berdasarkan evaluasi nilai dan keyakinan.…”

Section: E-wom Terhadap Attitudeunclassified

Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention

Purwianti

2021

Jurnal Ekonomi, Manajemen dan Bisnis

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The growth of the cosmetics industry in Indonesia is very encouraging for competition between cosmetic manufacturers in Indonesia. The cosmetic competition from South Korea increases the competition to be very complex. Indonesia, which is most important for Islam, poses a different challenge for cosmetic producers so that the religiosity factor must be considered. With the spread of the internet around the world, interpersonal communication has been reshaped from traditional face-to-face communication to a more virtual way of communication called electronic word of mouth (E-WOM), where consumers have a great opportunity to share information about their consumption experiences and for investment advice on products and brands using social networking platforms and consumer review sites. This study aims to study whether religiosity, EWOM, brand image, and attitudes influence purchase intention. The research sample is the people of Batam city who see cosmetics from South Korea. The number of samples in this study was 320 respondents with a purposive sample technique. Structural Equation Modeling (SEM) based on Partial Least Square (PLS) was used in this study. The results of this study are that religiosity affects attitudes and purchase intentions, EWOM affects attitudes and purchase intentions, and attitudes that affect purchase intentions. Everything else from this study is that brand image does not affect purchase attitudes and intentions. Keywords: religiostic, EWOM, brand image, attitude, purchase intention

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“…Meanwhile, according to Maknunah and Rachmat (2020), not all brand images had a positive and significant effect because based on their findings, it is stated that they had a positive but insignificant influence of brand image on the purchase intention. The brand image positively influences the purchase intention of Instagram's users, so Instagram can become a media to communicate the brand image PT PAS (Yunus, Md Ariff, Mohd Som, Zakuan, & Sulaiman, 2016).…”

Section: Brand Imagementioning

confidence: 99%

The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service

Nastiti¹,

Syavaranti²,

Aruman³

2021

JCS

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PT Pelita Air Service or PT PAS is a subsidiary of PT Pertamina (Persero) in aviation. In 2018, PT PAS changed its company logo. It is one of the corporate re-branding strategies that aimed to create a good brand image to increase the various services' purchase intention. This study aims to determine the effect of corporate re-branding on purchase intention through the brand image of PT PAS. This study used a quantitative associative approach with the survey method. Based on the sampling method, namely purposive sampling, the survey was performed on 97 respondents who knew about PT PAS. The results showed a direct and significant impact between corporate re-branding on purchase intention through the brand image of PT PAS with 0.375. Meanwhile, the direct effect of corporate re-branding on purchase intention is -0.083. Brand image becomes a mediator between corporate re-branding in increasing its influence on purchase intention. This research is expected to be a reference for PT PAS in evaluating its corporate re-branding strategy to form a better brand image and subsequently increase purchase intention for the services it offers.

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The Mediating Effect of Brand Image Between Electronic Word of Mouth and Purchase Intention in Social Media

Cited by 19 publications

References 12 publications

Determinants of Consumer Perceived Trustworthiness in Digital Advertising of Food and Beverage

Determinants of Consumer Perceived Trustworthiness in Digital Advertising of Food and Beverage

Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention

The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service

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