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The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India

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  • Devkant Kala
  • D.S. Chaubey

Abstract

The exponential growth of the internet has empowered customers and enhanced their interactivity. This has given pace for the phenomenal growth of the electronic word of mouth (eWOM) communication. In this easier, wider and faster medium of communication, the message itself performs a critical role in building brand image and persuading purchase intention. The present study is an attempt to explore the effect of eWOM on the brand image of lifestyle products and subsequent customer purchase intention. Based on the information obtained from 313 online customers, this paper analyses the effect of eWOM on brand image and purchase intention in the Indian context. Using structural equation modelling, this study confirms the significant effect of eWOM on brand image and the moderating role of the brand image between eWOM and purchase intention. The present study recommends that marketers should emphasis on favourable eWOM communications to enhance the brand image that subsequently would encourage customers' purchase intention.

Suggested Citation

  • Devkant Kala & D.S. Chaubey, 2018. "The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India," International Journal of Services, Economics and Management, Inderscience Enterprises Ltd, vol. 9(2), pages 143-157.
    • Handle: RePEc:ids:injsem:v:9:y:2018:i:2:p:143-157
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    Citations

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    Cited by:

    1. Sufyan Habib & Nawaf N. Hamadneh & Mohammed Arshad Khan, 2021. "Influence of Electronic Word of Mouth (eWOM) and Relationship Marketing on Brand Resonance: A Mediation Analysis," Sustainability, MDPI, vol. 13(12), pages 1-15, June.
    2. R.V. Suganya & G. Venkateshwaran, 2024. "Elevating Purchase Intentions: The Resonance of Electronic Word of Mouth (eWOM)," ComFin Research, Shanlax Journals, vol. 12(1), pages 65-76, January.
    3. Priyanka Garg & Rahela Farooqi & Yakshi Garg & Devkant Kala & Sumanjeet Singh, 2024. "Using Nostalgic Emotions to Revive Indian Ethnic Drinks Market: Competitive Strategy at Paper Boat," FIIB Business Review, , vol. 13(3), pages 294-303, May.
    4. Aditya Indra Wicaksono & Asmai Ishak, 2022. "Promoting online purchase intention through website quality, EWOM, receiver perspective, consumer satisfaction and brand image," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(1), pages 12-23, January.
    5. Gobinda Roy & Rituparna Basu & Samudyuti Ray, 2023. "Antecedents of Online Purchase Intention Among Ageing Consumers," Global Business Review, International Management Institute, vol. 24(5), pages 1041-1057, October.
    6. Jansen, Thomas & Moura, Francisco Tigre, 2024. "WOM, eWOM and WOMachine: The evolution of consumer recommendations through a systematic review of 194 studies," IU Discussion Papers - Marketing & Communication 3 (Juni 2024), IU International University of Applied Sciences.

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