The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor : an empirical study
Year of publication: |
2021
|
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Authors: | Al-Dmour, Hani ; Al-Oqaily, Ahmad ; Al-Qaimari, Rawan ; Al-Hassan, Malak |
Published in: |
International journal of networking and virtual organisations : IJNVO. - Geneva : Inderscience Enterprises, ISSN 1470-9503, ZDB-ID 2105494-0. - Vol. 24.2021, 2, p. 182-199
|
Subject: | regression analysis | electronic word of mouth | eWOM | brand image | purchase intention | mobile and internet | Jordanian telecommunication sector | Markenimage | Brand image | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Internet |
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