Article2019

The impact of source credible online reviews on purchase intention

196 citations0/0 files storedJournal of Research in Interactive Marketing

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Digital Marketing and Social Media Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose This study aims to highlight the importance of brand equity dimensions which act as a mediator between online reviews and consumer’s purchase intention. In particular, the present study tries to determine which the Aaker’s (1991) brand equity dimensions have the mediating roles between source credible online reviews and purchase intention. Design/methodology/approach Data were collected from select e-commerce site’s brand community on Facebook social media platform through Google form application. The present study first determines the reliability of the variables. To check the unidimensionality of the variables, exploratory factor analysis has been performed. This study makes use of structural equation modeling bootstrapping method to examine the mediating effects of brand equity dimensions between source credible online reviews and purchase intention. Findings Data analysis reveals that marketers should concentrate more on brand awareness and perceived value, which ultimately influence the purchase intention of the consumers. Originality/value This paper is one of the first that examines the mediating effects of consumer-based brand equity dimensions between source credible online reviews and consumer’s purchase intention. Further, the present study integrates source credibility theory and attribution theory to develop the research model.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1985Measuring the Involvement Construct 1999Sample size in factor analysis.1996Measuring Brand Equity Across Products and Markets 1951The Influence of Source Credibility on Communication Effectiveness 2000An Examination of Selected Marketing Mix Elements and Brand Equity 2010What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.Com1

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