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The Effect of Online Advertising and Electronic Word of Mouth on Purchase Intention through Brand Image as a Mediating Variable
16 references·0 citing·52 second hop
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References

  • 2006The Effect of Word of Mouth on Sales: Online Book Reviews6,062 cited
  • 2013A Primer on Partial Least Squares Structural Equation Modeling3,251 cited
  • 2007Are Family Firms More Tax Aggressive Than Non-Family Firms?2,060 cited
  • 2016Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior1,667 cited
  • 2015The role of digital and social media marketing in consumer behavior613 cited
  • 2015Online hotel booking: The effects of brand image, price, trust and value on purchase intentions529 cited
  • 2014The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y470 cited
  • 2008Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing352 cited
  • 2018eWOM through social networking sites and impact on purchase intention and brand image in Iran222 cited
  • 2014CSR influence on hotel brand image and loyalty204 cited
  • 2020Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation163 cited
  • 2016eWOM, eReferral and gender in the virtual community138 cited
  • 2021The role of social media marketing and brand image on smartphone purchase intention132 cited
  • 2017Consumer attitudes toward online video advertisement: YouTube as a platform

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126 cited
  • 2013Impact of Brand Image and Advertisement on Consumer Buying Behavior116 cited
  • 2020Brand image and price perceptions impact on purchase intentions: mediating brand trust85 cited
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