The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor : an empirical study
Hani Al-Dmour, Ahmad Aloqaily, Rawan Al-Qaimari, Malak Al-Hassan
| 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
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| Subject: | regression analysis | electronic word of mouth | eWOM | brand image | purchase intention | mobile and internet | Jordanian telecommunication sector | Virales Marketing | Viral marketing | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Internet | Social Web | Social web | Online-Handel | Online retailing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJNVO.2021.114732 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012515706