The impact of electronic word of mouth on brand image and buying decision: An empirical study in Vietnam tourism

Autor:	Thi Huong Giang Vo, Luong Duy Binh, Khoa Huan Le
Rok vydání:	2017
Předmět:	Electronic word of mouth 05 social sciences Advertising Structural equation modeling Test (assessment) Empirical research Brand image 0502 economics and business 050211 marketing Social media Business Marketing ComputingMilieux_MISCELLANEOUS 050203 business & management Tourism
Zdroj:	International Journal of Research Studies in Management. 6
ISSN:	2243-7789 2243-7770
DOI:	10.5861/ijrsm.2017.1738
Popis:	The purpose of this study is to examine the relationships among electronic Word of mouth (eWOM), brand image, buying intention and buying decision in tourism industry. The questionnaire was distributed to 524 respondents who had experience with social media online. A structural equation modeling is applied to test the relationships among the research variables. The findings show that eWOM has a positive influence on brand image and buying intention. In addition, the results also find the significant relationship between buying intention and buying decision. For managerial implications, this study suggests that managers should keep track of online consumer reviews and give timely solutions.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::8e15c2237e002dfb2eb090a908b6527e https://doi.org/10.5861/ijrsm.2017.1738 Zobrazit plný text záznamu