Asian Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Impact of Electronic Word on Mouth on Consumer Behaviour and Brand Image


Affiliations
1 Department of Management, Dayalbagh Educational Institute (Deemed University), Agra, India
     

   Subscribe/Renew Journal


With the advancement of internet, the style of shopping has changed among consumers. The technological advancements like smart phone and 4G internet have opened new avenues for online shopping. The consumers are shifting their purchases from offline to online mode using Electronic commerce. Today’s consumer makes an informed decision by analyzing the consumer reviews written by users of the product on forums, websites and other social media channels, popularly known as eWOM (electronic word of mouth). In previous studies, eWOM has significantly found to impact sales but no study was conducted in the field of examining the impact of ewom on young consumers for a known clothing brand. This paper addresses the gap and intent to measure the impact of electronic word of mouth on the consumers’ purchase intention towards a known clothing brand and how this intention is affected by brand image and electronic word of mouth. The data was collected from undergraduate students and was analysed using PLS-SEM. The results indicate that the electronic word of mouth significantly impacts the brand image but has less direct impact on purchase intention. Brand image was found to impact purchase intention of consumers. The results will help the marketers to understand the consumer psychology and help them in designing the methods to engage consumers leading to brand commitment.

Keywords

Brand Commitment, eWOM, Consumers Purchase Intention, PLS-SEM, Consumer Behaviour.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, D.A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York, NY.

  • ACNielsen (2007), Trust in Advertising: A Global Nielsen Consumer Report, October, ACNielsen, New York, NY.

  • Bambauer-Sachse, S. and Mangold, S. (2011), “Brand equity dilution through negative online word-of-mouth communication”, Journal of Retailing and Consumer Services, Vol. 18, pp. 38-45.

  • Bian, X. and Moutinho, L. (2011), “The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: direct and indirect effects”, European Journal of Marketing, Vol. 45 Nos 1/2, p. 191.

  • Bickart, B. and Schindler, R.M. (2001), “Internet forums as influential sources of consumer information”, Journal of Interactive Marketing, Vol. 15 No. 3, pp. 31-40.

  • Chatterjee, P. (2001), “Online reviews: do consumers use them?”, Advances in Consumer Research, Vol. 28 No. 1, pp. 129-33.

  • Chevalier, J.A. and Mayzlin, D. (2006), “The effect of word of mouth on sales: online book reviews”, Journal of Marketing Research, Vol. 43 No. 3, pp. 345-54.

  • Davis, D.F., Golicic, S.L. and Marquardt, A. (2009), “Measuring brand equity for logistics services”, International Journal of Logistics Management, Vol. 20 No. 2, pp. 201-12.

  • Gilly, M.C., Graham, J.L., Wolfinbarger, M.F. and Yale, L.J. (1998), “A dyadic study of interpersonal information search”, Journal of the Academy of Marketing Science, Vol. 26 No. 2, pp. 83-100.

  • Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004), “Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?”, Journal of Interactive Marketing, Vol. 18 No. 1, pp. 38-52.

  • Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57 No.1, pp. 1-22. Webster, F.E. and Keller, K.L. (2004), “A roadmap for branding in industrial markets”, Brand Management, Vol. 11 No. 5, pp. 388-402.

  • Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57 No.1, pp. 1-22. Webster, F.E. and Keller, K.L. (2004), “A roadmap for branding in industrial markets”, Brand Management, Vol. 11 No. 5, pp. 388-402.

  • Lee, M.K.O., Cheung, C.M.K., Lim, K.H. and Sia, C.L. (2006), “Understanding customer knowledge sharing in web-based discussion boards: an exploratory study”, Internet Research, Vol.16 No. 3, pp. 289-303.

  • Rowley, J. (2001), “Remodelling marketing communications in an internet environment”, Internet Research, Vol. 11 No. 3, pp.203-12.

  • Senecal, S. and Nantel, J. (2004), “The influence of online product recommendations on consumers’ online choices”, Journal of Retailing, Vol. 80 No. 2, pp. 159-69.

  • Shukla, P. (2010), “Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: measuring interfunctional interactions and a cross-national comparison”, Journal of World Business, Vol. 46 No. 2, pp. 242-52.

  • Stauss, B. (1997), “Global word of mouth: service bashing on the internet is a thorny issue”, Marketing Management, Vol. 6 No. 3, pp. 28-30.

  • Stauss, B. (2000), “Using new media for customer interaction: a challenge for relationship marketing”, in Hennig-Thurau, T. and Hansen, U. (Eds), Relationship Marketing, Springer, Berlin, pp.233-53.

  • Subramani, M.R. and Rajagopalan, B. (2003), “Knowledge-sharing and influence in online social networks via viral marketing”, Communications of the ACM, Vol. 46 No. 12, pp.300-7.

  • Wang, X. and Yang, Z. (2010), “The effect of brand credibility on consumers’ brand purchase intention in emerging economies: the moderating role of brand awareness and brand image”, Journal of Global Marketing, Vol. 23 No. 3, p. 177.

  • Webster, F.E. and Keller, K.L. (2004), “A roadmap for branding in industrial markets”, Brand Management, Vol. 11 No. 5, pp.388-402.

  • Wu, P.C.S., Yeh, G.Y.Y. and Hsiao, C.R. (2011), “The effect of store image and service quality on brand image and purchase intention for private label brands”, Australasian Marketing Journal, Vol. 19, pp. 30-9


Abstract Views: 259

PDF Views: 0




  • Impact of Electronic Word on Mouth on Consumer Behaviour and Brand Image

Abstract Views: 259  |  PDF Views: 0

Authors

Shiv Kumar Sharma
Department of Management, Dayalbagh Educational Institute (Deemed University), Agra, India
Anuja Shukla
Department of Management, Dayalbagh Educational Institute (Deemed University), Agra, India

Abstract


With the advancement of internet, the style of shopping has changed among consumers. The technological advancements like smart phone and 4G internet have opened new avenues for online shopping. The consumers are shifting their purchases from offline to online mode using Electronic commerce. Today’s consumer makes an informed decision by analyzing the consumer reviews written by users of the product on forums, websites and other social media channels, popularly known as eWOM (electronic word of mouth). In previous studies, eWOM has significantly found to impact sales but no study was conducted in the field of examining the impact of ewom on young consumers for a known clothing brand. This paper addresses the gap and intent to measure the impact of electronic word of mouth on the consumers’ purchase intention towards a known clothing brand and how this intention is affected by brand image and electronic word of mouth. The data was collected from undergraduate students and was analysed using PLS-SEM. The results indicate that the electronic word of mouth significantly impacts the brand image but has less direct impact on purchase intention. Brand image was found to impact purchase intention of consumers. The results will help the marketers to understand the consumer psychology and help them in designing the methods to engage consumers leading to brand commitment.

Keywords


Brand Commitment, eWOM, Consumers Purchase Intention, PLS-SEM, Consumer Behaviour.

References