The Triadic Effect of Electronic Word of Mouth, Brand Image, and Trust on Purchase Intention

Abstract

This study aims to examine the impact of electronic word of mouth (EWOM) on brand image (BI) and purchase intentions (PI). Furthermore, the study investigates the mediating role of BI and the moderating role of trust in the association between EWOM and PI. The stimulus-organism-response (S-O-R) theory is used in analyzing and understanding the complex interplay between external stimuli, internal states, and behavioral responses in humans' purchase intentions of branded fashion and beauty products. The research tests the model empirically with survey-based data. Convenience sampling is used to collect primary data. The respondent belongs to the middle and upper socio-economic classes who frequently use brands (fashion and beauty products). PLS-SEM (variance-based) is used to analyze data. The measurement scales are based on prior studies. The results found that EWOM has a positive and significant impact on BI and PI. The study confirms that BI mediates and trust moderates the relationship between EWOM and PI. The current study is conducted in a developing country, Pakistan. The results suggested that all the variables examined are crucial elements for improving PI. This paper offers some implications, limitations, and recommendations.

Keywords: Electronic word of mouth, Brand image, Trust, Purchase intentions