Articlediamond2023

The Effect of Online Advertising and Electronic Word of Mouth on Purchase Intention through Brand Image as a Mediating Variable

Beti Indahsari · Heriyadi Heriyadi · Nur Afifah · Erna Listiana · Rizky Fauzan

9 citations0/0 files storedSouth Asian Research Journal of Business and Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Perception and Purchasing Behavior

Abstract

Due to the rapid advancement of information technology, consumers can exchange information in person and over the internet. This study aimed to examine the effect of Online Advertising and Electronic Word of Mouth (E-WOM) on Brand Image, which in turn had an impact on Purchase Intention for local cosmetic products in Indonesia. A questionnaire was distributed to 210 respondents who had been chosen using a purposive sampling technique. Subsequently, the data were analyzed employing Structural Equation Modeling (SEM) using AMOS 26 software. The primary finding in this research was that Online Advertising and E-WOM had a positive effect on Brand Image and Purchase Intention. In addition, Brand Image had a positive and significant effect on Purchase Intention and played a significant mediating role in Online Advertising and E-WOM.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 9 citations exist upstream.

References

2006The Effect of Word of Mouth on Sales: Online Book Reviews 2013A Primer on Partial Least Squares Structural Equation Modeling 2007Are Family Firms More Tax Aggressive Than Non-Family Firms?2016Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior 2015The role of digital and social media marketing in consumer behavior 2015Online hotel booking: The effects of brand image, price, trust and value on purchase intentions 2014The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y 2008Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.