INFLUENCE OF E-WOM ON BRAND IMAGE AND BRAND IMAGE IMPACT ON CONSUMER PURCHASE DECISION

Abstract

Consumer’s preference influenced through social media in choosing services or products as consumer is able to see others’ feedbacks on different online platform. What is latest and what trend is going on, can be known with the help of word of mouth (WOM) communication. The study examined the impact of online word of mouth (E-WOM) on brand image and impact of brand image on consumer purchase decision of smart phone.  Data was collected from 552 respondents through questionnaire from Haryana. Analysis was performed with CFA and SEM using AMOS. Study found that E-WOM quality, E-WOM quantity, E-WOM and information consumption significantly influence the brand image but prior purchase satisfaction does not significantly influence the brand image. Study also found that brand image significantly influences the smart phone purchase decision of the consumer.