The Effect of Electronic Word-Of-Mouth (Ewom) On Brand Image and Purchase Intention: A Conceptual Paper
The purpose of this research paper is to investigate the effect of Electronic Word-of-Mouth (eWOM) on brand image and purchase intention. A study on Malaysia’s automobile industry focusing on Malaysian branded cars. However, before we embark to the details of this research, the paper will give a sy...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Subjects: | |
| Online Access: | http://eprints.um.edu.my/18564/3/The_effect_of_Electronic_Word-of-Mouth_%28eWOM%29_on_brand_image_and_purchase_intention..pdf http://eprints.um.edu.my/18564/ |
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| Institution: | Universiti Malaya |
| Language: | English |
| Summary: | The purpose of this research paper is to investigate the effect of Electronic Word-of-Mouth (eWOM) on brand image and purchase intention. A study on Malaysia’s automobile industry focusing on Malaysian branded cars. However, before we embark to the details of this research, the paper will give a synopsis of the study. Initially this will highlight commence with a research background followed by a problem statement then significance of the study which will eventually be trailed with the research questions, research objectives and lastly, limitations will be elucidated.
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