The effect of electronic word of mouth on brand image and purchase intention

Purpose Word‐of‐mouth (WOM) has been recognized as one of the most influential resources of information transmission. Advances in information technology and the emergence of online social network sites have changed the way information is transmitted. This phenomenon impacts consumers as this easily accessible information could greatly affect the consumption decision. The purpose of this paper is to examine the extent to which e‐WOM among consumers can influence brand image and purchase intention in the automobile industry. Design/methodology/approach Measurement items are adapted from existing scales found in the marketing literature. Academic colleagues reviewed the items for face validity and readability.…