The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus

Abstract

Article history: Received: January 02, 2019 Received in revised format: January 17, 2019 Accepted: January 17, 2019 Available online: January 20, 2019 This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data collected from 402 valid respondents among consumers who use smartphone brands in North Cyprus. The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results confirm the significant effects of eWOM on purchase intention through brand image and the moderating role of product type among eWOM, purchase intentions and brand image. The study also recommends that firms and marketers must concentrate on online communication channels to affect consumers’ intention toward purchasing brands and brand image. Moreover, the current study model suggests that future study can be extended in different context, countries (i.e. developed, emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social media platforms sites (i.e. Facebook, Twitter). © 2019 by the authors; licensee Growing Science, Canada