Abstract
The study aims to analyze the impact of eWOM on purchase intention and brand image through influencers and social networks. The research is based on Moroccan population with a sample size of 400. The development of electronic word of mouth has grown significantly in recent years, especially with the proliferation of influencers and online platforms such as social networks. With the help of social networks, electronic word of mouth implies familiarization with the language of Internet users to create a scenario specific to the company which must be credible and useful and gives a certain brand image. The model of this study was developed through structural equation modelling (SEM) using (PLS-SEM) based on a survey with 406 samples, the findings of this study suggest that there is a significant impact between all variables. The results are discussed in the data analysis section.
| Original language | English |
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| Title of host publication | 3rd Nordic International Business Export Marketing, International Entrepreneurship and Tourism Conference 2021: Annual Conference Proceedings |
| Editors | Dafnis N. Coudounaris |
| Place of Publication | Limassol, Cyprus |
| ISBN (Electronic) | 9789925586325 |
| Publication status | Published - 3 Nov 2021 |
| Event | 3rd Nordic International Business Export Marketing, International Entrepreneurship and Tourism Conference 2021. - Virtual , Limassol , Cyprus Duration: 6 Nov 2021 → 7 Nov 2021 https://vbn.aau.dk/en/publications/3rd-nordic-international-business-export-marketing-international- |
Conference
| Conference | 3rd Nordic International Business Export Marketing, International Entrepreneurship and Tourism Conference 2021. |
|---|---|
| Country/Territory | Cyprus |
| City | Limassol |
| Period | 6/11/21 → 7/11/21 |
| Internet address |