A survey on the impact of electronic word of mouth advertising on brand image and consumer purchase intention (case study: Final buyers of Samsung Mobile phone in Islamic Azad university-Aliabad Katoul Branch)

Subject Areas : Social Researches

Hormoz Mehrani ¹ (گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی ،علی آبادکتول،ایران (نویسنده مسئول) ([e-mail]))
Mansoureh sadeghi ² (. باشگاه پژوهشگران جوان و نخبگان،واحد علی آباد کتول، دانشگاه آزاد اسلامی ،علی آبادکتول،ایران ([e-mail]))
Majid saftari ³ (کارشناس ارشد مدیریت بازرگانی(بازاریابی) ([e-mail]))

Received: 2017-12-24 Accepted : 2017-12-24 Published : 2017-11-22

Keywords: Islamic Azad University, electronic word of mouth advertising, brand image, purchase intention,

Abstract :

Word of mouth advertising is recognized as one of the most effective source of information transmission. The growth of information technology and advent of on-line social media sites have changed information transmission means.electronic word of mouth advertising is a new emerging phenomenon in which consumer share their experiences and evaluations of various brands and products such as mobile phones through on-line communication channels . The objective of this research is to investigate the impact of electronic word of mouth advertising on brand image and consumer purchase intentions (case study: final buyers of Samsung mobile phone in Islamic Azad university – Aliabad Katoul branch).Research methodology in this research is descriptive – survey and correlation. Research population consists of students of Aliabad Katoul branch of Islamic Azad university who are around 6400 persons. According to stratified sampling method and Kerjsey and Morgan table , Sample size was 384 persons. Data gathering technique in this research is Questionnaire which consists of electronic word of mouth Questionnaire of Bember shachez and Mengold , brand image Questionaire  of Davis and et al , and purchase intention Questionnaire of Shokla . Chrobach Alpha of all variables were above 0/7. For analyzing data, structural Equation Modelling with Lisrel software were used. Research Findings showed that electronic word of mouth adverising has positive impact on brand image and consumer purchase intention with 95 percent certainty. On  the other hand , with brand image as mediating Variable , the impact of electronic word of mouth advertising on purchase intention increases.