Purpose: The purpose of this paper is to build a conceptual framework which provides both practical and theoretical insights into drivers of consumer use of social network sites (SNSs) as an electronic word-of-mouth (eWOM) tool and its impact on brand image (BI) and purchase intention (PI)....

In the era of progress and technology development, organizations in order to accelerate the delivery of services, reduce costs, and gain customer satisfaction seek to fulfill these goals through the development of information technology and appropriate organizational structure and QaemShahr...