The role of electronic word-of-mouth in shaping brand image and driving purchase intention
Date Published:
25/03/2025
Online Published:
25/03/2025
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
As the influence of electronic word-of-mouth (eWOM) continues to grow in the digital marketplace, questions arise about its reliability and the extent to which it truly shapes consumer intention. This study seeks to investigate the critical role of eWOM in shaping brand image and driving purchase intention, with a particular focus on the dimensions of eWOM quality, quantity, and source credibility. The objective of this research is to provide a comprehensive understanding of how these eWOM factors influence brand image and purchase intention in an era dominated by online interactions. Utilizing data from 268 Vietnamese consumers, this study employs Structural Equation Modeling (SEM) and SmartPLS software to assess the relationships between the variables. The findings reveal that all three eWOM dimensions - quality, quantity, and source credibility - exert a significant positive influence on brand image, which in turn strongly affects purchase intention. Notably, eWOM quantity and source credibility were found to have a more substantial impact on brand image than eWOM quality. These results underscore the urgency for businesses to strategically manage online reviews and ensure the credibility of review sources to enhance brand perception and foster higher purchase intentions. The study provides insights for marketers and brand managers seeking to optimize their eWOM strategies in the competitive digital marketplace.
Keywords
Brand image; EWOM; Purchase intention
Article Details
Field of Economic (JEL Codes)
M30 - General - Marketing and Advertising
References
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Atika, A., Kusumawati, A., & Iqbal, M. (2018). The effect of electronic word of mouth, message source credibility, and information quality on brand image and purchase intention. Ekuitas (Jurnal Ekonomidan Keuangan), 20(1), 94–108. https://doi.org/10.24034/j25485024.y2016.v20.i1.94
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/BF02723327
Breazeale, M. (2009). FORUM - Word of mouse: An assessment of electronic word-of-mouth research. International Journal of Market Research, 51(3), 1–19. https://doi.org/10.1177/147078530905100307
Bulut, Z. A., & Karabulut, A. N. (2018). Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust-loyalty perspective. Journal of Consumer Behaviour, 17(4), 407–417. https://doi.org/10.1002/cb.1721
Chang, H. H., & Wu, L. H. (2014). An examination of negative e-WOM adoption: Brand commitment as a moderator. Decision Support Systems, 59, 206–218. https://doi.org/10.1016/j.dss.2013.11.008
Charo, N., Sharma, P., Shaikh, S., Haseeb, A., & Sufya, M. Z. (2015). Determining the impact of ewom on brand image and purchase intention through adoption of online opinions. International Journal of Humanities and Management Sciences, 3(1), 41-46.
Chatterjee, P. (2001). Online reviews: Do consumers use them? Advances in Consumer Research, 28, 129–133.
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word‐of‐mouth. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Elseidi, R. I., & El-Baz, D. (2016). Electronic word of mouth effects on consumers' brand attitudes, brand image and purchase intention: an empirical study in Egypt. The Business & Management Review, 7(5), 268-276. https://cberuk.com/cdn/conference_proceedings/conference_46166.pdf
Evgeniy, Y., Lee, K., & Roh, T. (2019). The effect of eWOM on purchase intention for Korean-brand cars in Russia: The mediating role of brand image and perceived quality. Journal of Korea Trade, 23(5), 102–117. https://ssrn.com/abstract=3492157
Fang, Y. (2014). Beyond the credibility of electronic word of mouth: Exploring eWOM adoption on social networking sites from affective and curiosity perspectives. International Journal of Electronic Commerce, 18(3), 67–102. https://doi.org/10.2753/JEC1086-4415180303
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley. https://philpapers.org/rec/FISBAI?all_versions=1
Harrison-Walker, L. J., & Jiang, Y. (2023). Suspicion of online product reviews as fake: Cues and consequences. Journal of Business Research, 160, 113780. https://doi.org/10.1016/j.jbusres.2023.113780
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hoang, L. N., & Tung, L. T. (2023). Electronic word of mouth, brand image and young customers' online purchase intention during the COVID-19 pandemic. Journal of Advances in Management Research, 20(5), 883-895. https://doi-org.uwe.idm.oclc.org/10.1108/JAMR-02-2023-0059.
Hyun, S., & Kim, W. (2011). Dimensions of brand equity in the chain restaurant industry. Cornell Hospitality Quarterly, 52(4), 429–437. https://doi.org/10.1177/1938965510397533
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476. https://doi.org/10.1108/02634501211231946
Kotler, P., & Keller, K. (2009). Marketing management. Pearson Prentice Hall.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands?. Management Research Review, 40(3), 310-330. https://doi.org/10.1108/MRR-07-2015-0161
Kumar, S., Rajaguru, R., & Yang, L. (2024). Investigating how brand image and attitude mediate consumer susceptibility to eWOM and purchase intention: Comparing enterprise-owned vs. third-party online review websites using multigroup analysis. Journal of Retailing and Consumer Services, 81, 104051. https://doi.org/10.1016/j.jretconser.2024.104051
Lee, M., Rodgers, S., & Kim, M. (2009). Effects of valence and extremity of eWOM on attitude toward the brand and website. Journal of Current Issues & Research in Advertising, 31(2), 1–11. https://doi.org/10.1080/10641734.2009.10505262
Li, F., & Du, T. C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs. Decision Support Systems, 51(1), 190–197. https://doi.org/10.1016/j.dss.2010.12.007
Lien, C., Wen, M., Huang, L., & Wu, K. (2015). Online hotel booking: The effects of brand image, price, trust, and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29, 458–468. https://doi.org/10.1016/j.tourman.2007.05.011
Masakazu, K., Wijaya, I. G. N. S., Suwardika, G., & Suniantara, I. K. P. (2025). The Mediating Role of Brand Image in the Relationships between Interactivity, Electronic Word of Mouth (E-WOM), and Purchase Intention among Generation Z. Binus Business Review, 16(1), 27-38.
Mauri, A., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International Journal of Hospitality Management, 34, 99–107. https://doi.org/10.1016/j.ijhm.2013.02.012
Park, D., Lee, J., & Han, I. (2007). The effect of online consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148. https://doi.org/10.2753/JEC1086-4415110405
Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product & Brand Management, 32(2), 191-234. https://doi.org/10.1108/JPBM-06-2021-3528
Rani, A., Toni, M., & Shivaprasad, H. N. (2022). Examining the effect of electronic word of mouth (eWOM) communication on purchase intention: A quantitative approach. Journal of Content Community and Communication, 15(8), 130–146. https://doi.org/10.31620/jccc.06.22/10
Sardar, A., Manzoor, A., Shaikh, K. A., & Ali, L. (2021). An empirical examination of the impact of eWom information on young consumers’ online purchase intention: Mediating role of eWom information adoption. Sage Open, 11(4), 1-12. https://doi.org/10.1177/21582440211052547
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research (pp. 587–632). Springer International Publishing.
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing, 21(4), 76–94. https://doi.org/10.1002/dir.20090
Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers' online choices. Journal of Retailing, 80(2), 159–169. https://doi.org/10.1016/j.jretai.2004.04.001
Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., Alkandi, I. G., Saxena, A. K., & Siddiqui, J. H. (2021). Creating electronic word of mouth credibility through social networking sites and determining its impact on brand image and online purchase intentions in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1008-1024. https://doi.org/10.1080/10641734.2004.10505164
Spears, N., & Singh, S. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
Subramani, M. R., & Rajagopalan, B. (2003). Knowledge-sharing and influence in online social networks via viral marketing. Communications of the ACM, 46(12), 300-307. https://dl.acm.org/doi/pdf/10.1145/953460.953514
Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth (eWOM) on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1–5.
Thuy, H. T. H., Khanh, L. H., & Duy, B. P. M. (2021). The effect of electronic word of mouth (eWOM) on consumer's intention to purchase skincare products and recommendations. In the Digital transformation of small and medium-sized enterprises in developing countries. Proceeding international conferences, 129-154.
Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61-68. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=78da44ba8162143831d66b716f2290b0dea0aa2b
Webster, F. E., & Keller, K. L. (2004). A roadmap for branding in industrial markets. Brand Management, 11(5), 388–402. https://doi.org/10.1057/palgrave.bm.2540184
Xiao, Q. (2016). The impact of negative online review on consumer’s purchase intention: A dual-process perspective. International Journal of u- and e-Service, Science and Technology, 9(12), 139–152. https://www.earticle.net/Article/A297929
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Y. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An application to smartphone brands in North Cyprus. Management Science Letters, 9(4), 505–518. https://doi.org/10.5267/j.msl.2019.1.011
Atika, A., Kusumawati, A., & Iqbal, M. (2018). The effect of electronic word of mouth, message source credibility, and information quality on brand image and purchase intention. Ekuitas (Jurnal Ekonomidan Keuangan), 20(1), 94–108. https://doi.org/10.24034/j25485024.y2016.v20.i1.94
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/BF02723327
Breazeale, M. (2009). FORUM - Word of mouse: An assessment of electronic word-of-mouth research. International Journal of Market Research, 51(3), 1–19. https://doi.org/10.1177/147078530905100307
Bulut, Z. A., & Karabulut, A. N. (2018). Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust-loyalty perspective. Journal of Consumer Behaviour, 17(4), 407–417. https://doi.org/10.1002/cb.1721
Chang, H. H., & Wu, L. H. (2014). An examination of negative e-WOM adoption: Brand commitment as a moderator. Decision Support Systems, 59, 206–218. https://doi.org/10.1016/j.dss.2013.11.008
Charo, N., Sharma, P., Shaikh, S., Haseeb, A., & Sufya, M. Z. (2015). Determining the impact of ewom on brand image and purchase intention through adoption of online opinions. International Journal of Humanities and Management Sciences, 3(1), 41-46.
Chatterjee, P. (2001). Online reviews: Do consumers use them? Advances in Consumer Research, 28, 129–133.
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word‐of‐mouth. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Elseidi, R. I., & El-Baz, D. (2016). Electronic word of mouth effects on consumers' brand attitudes, brand image and purchase intention: an empirical study in Egypt. The Business & Management Review, 7(5), 268-276. https://cberuk.com/cdn/conference_proceedings/conference_46166.pdf
Evgeniy, Y., Lee, K., & Roh, T. (2019). The effect of eWOM on purchase intention for Korean-brand cars in Russia: The mediating role of brand image and perceived quality. Journal of Korea Trade, 23(5), 102–117. https://ssrn.com/abstract=3492157
Fang, Y. (2014). Beyond the credibility of electronic word of mouth: Exploring eWOM adoption on social networking sites from affective and curiosity perspectives. International Journal of Electronic Commerce, 18(3), 67–102. https://doi.org/10.2753/JEC1086-4415180303
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley. https://philpapers.org/rec/FISBAI?all_versions=1
Harrison-Walker, L. J., & Jiang, Y. (2023). Suspicion of online product reviews as fake: Cues and consequences. Journal of Business Research, 160, 113780. https://doi.org/10.1016/j.jbusres.2023.113780
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hoang, L. N., & Tung, L. T. (2023). Electronic word of mouth, brand image and young customers' online purchase intention during the COVID-19 pandemic. Journal of Advances in Management Research, 20(5), 883-895. https://doi-org.uwe.idm.oclc.org/10.1108/JAMR-02-2023-0059.
Hyun, S., & Kim, W. (2011). Dimensions of brand equity in the chain restaurant industry. Cornell Hospitality Quarterly, 52(4), 429–437. https://doi.org/10.1177/1938965510397533
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476. https://doi.org/10.1108/02634501211231946
Kotler, P., & Keller, K. (2009). Marketing management. Pearson Prentice Hall.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands?. Management Research Review, 40(3), 310-330. https://doi.org/10.1108/MRR-07-2015-0161
Kumar, S., Rajaguru, R., & Yang, L. (2024). Investigating how brand image and attitude mediate consumer susceptibility to eWOM and purchase intention: Comparing enterprise-owned vs. third-party online review websites using multigroup analysis. Journal of Retailing and Consumer Services, 81, 104051. https://doi.org/10.1016/j.jretconser.2024.104051
Lee, M., Rodgers, S., & Kim, M. (2009). Effects of valence and extremity of eWOM on attitude toward the brand and website. Journal of Current Issues & Research in Advertising, 31(2), 1–11. https://doi.org/10.1080/10641734.2009.10505262
Li, F., & Du, T. C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs. Decision Support Systems, 51(1), 190–197. https://doi.org/10.1016/j.dss.2010.12.007
Lien, C., Wen, M., Huang, L., & Wu, K. (2015). Online hotel booking: The effects of brand image, price, trust, and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29, 458–468. https://doi.org/10.1016/j.tourman.2007.05.011
Masakazu, K., Wijaya, I. G. N. S., Suwardika, G., & Suniantara, I. K. P. (2025). The Mediating Role of Brand Image in the Relationships between Interactivity, Electronic Word of Mouth (E-WOM), and Purchase Intention among Generation Z. Binus Business Review, 16(1), 27-38.
Mauri, A., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International Journal of Hospitality Management, 34, 99–107. https://doi.org/10.1016/j.ijhm.2013.02.012
Park, D., Lee, J., & Han, I. (2007). The effect of online consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148. https://doi.org/10.2753/JEC1086-4415110405
Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product & Brand Management, 32(2), 191-234. https://doi.org/10.1108/JPBM-06-2021-3528
Rani, A., Toni, M., & Shivaprasad, H. N. (2022). Examining the effect of electronic word of mouth (eWOM) communication on purchase intention: A quantitative approach. Journal of Content Community and Communication, 15(8), 130–146. https://doi.org/10.31620/jccc.06.22/10
Sardar, A., Manzoor, A., Shaikh, K. A., & Ali, L. (2021). An empirical examination of the impact of eWom information on young consumers’ online purchase intention: Mediating role of eWom information adoption. Sage Open, 11(4), 1-12. https://doi.org/10.1177/21582440211052547
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research (pp. 587–632). Springer International Publishing.
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing, 21(4), 76–94. https://doi.org/10.1002/dir.20090
Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers' online choices. Journal of Retailing, 80(2), 159–169. https://doi.org/10.1016/j.jretai.2004.04.001
Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., Alkandi, I. G., Saxena, A. K., & Siddiqui, J. H. (2021). Creating electronic word of mouth credibility through social networking sites and determining its impact on brand image and online purchase intentions in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1008-1024. https://doi.org/10.1080/10641734.2004.10505164
Spears, N., & Singh, S. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
Subramani, M. R., & Rajagopalan, B. (2003). Knowledge-sharing and influence in online social networks via viral marketing. Communications of the ACM, 46(12), 300-307. https://dl.acm.org/doi/pdf/10.1145/953460.953514
Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth (eWOM) on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1–5.
Thuy, H. T. H., Khanh, L. H., & Duy, B. P. M. (2021). The effect of electronic word of mouth (eWOM) on consumer's intention to purchase skincare products and recommendations. In the Digital transformation of small and medium-sized enterprises in developing countries. Proceeding international conferences, 129-154.
Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61-68. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=78da44ba8162143831d66b716f2290b0dea0aa2b
Webster, F. E., & Keller, K. L. (2004). A roadmap for branding in industrial markets. Brand Management, 11(5), 388–402. https://doi.org/10.1057/palgrave.bm.2540184
Xiao, Q. (2016). The impact of negative online review on consumer’s purchase intention: A dual-process perspective. International Journal of u- and e-Service, Science and Technology, 9(12), 139–152. https://www.earticle.net/Article/A297929
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
How to Cite
To, A. T., & Nguyen, K. Q. T. (2025). The role of electronic word-of-mouth in shaping brand image and driving purchase intention. Journal of Finance - Marketing Research, 3(01), 1-14. https://doi.org/10.52932/jfm.v3i1e.648