Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators

dc.contributor.author Rao, Kunja Sambashiva
dc.contributor.author Rao, Bramhani
dc.contributor.author Acharyulu, G. V.R.K.
dc.date.accessioned 2022-03-27T02:12:25Z
dc.date.available 2022-03-27T02:12:25Z
dc.date.issued 2021-12-01
dc.description.abstract This study integrates the theory of reasoned action, value co-creation theory and attribution theory to investigate electronic positive word-of-mouth (ePWOM) and consumer's purchase intention link in the presence of trust beliefs, value co-creation, and brand image as mediators in the context of brand fan pages of smartphones on the social networking site, Facebook. Results indicate a positive association between ePWOM and consumer's purchase intention with trust beliefs, value co-creation, hedonic brand image and functional brand image partially mediating this relationship. Furthermore, the results supported the serial mediation model where ePWOM influenced purchase intentions through trust beliefs and value co-creation in a sequential manner.
dc.identifier.citation IIMB Management Review. v.33(4)
dc.identifier.issn 09703896
dc.identifier.uri 10.1016/j.iimb.2021.11.002
dc.identifier.uri https://www.sciencedirect.com/science/article/abs/pii/S0970389621001142
dc.identifier.uri https://dspace.uohyd.ac.in/handle/1/4998
dc.subject Brand image
dc.subject ePWOM
dc.subject Purchase intentions
dc.subject Smartphones
dc.subject Social networking sites
dc.subject Trust belief
dc.subject Value co-creation
dc.title Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators
dc.type Journal. Article
dspace.entity.type
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