The mediating effect of brand image between electronic word of mouth and purchase intention in social media

Abstract

Instagram is one of the fast growing social media platform, however studies related to the consumers’ purchasing behavior involving Instagram particularly in the Malaysian context is less emphasized. In social media, brand image of a product is important as it can enhance knowledge of consumers about the product and facilitate them to commit in purchasing behavior. Therefore, its role as mediator between electronic word of mouth (e-WOM) and purchase intention is important to research. A self-administered survey was carried out by distributing online questionnaires to the Instagram users using convenience sampling method. The results of SEM revealed that e-WOM factors positively and significantly affect brand image and purchase intention, and purchase intention of Instagram’s users is positively influenced by the brand image. It was found that the relationship between e-WOM factors and purchase intention is partially mediated by brand image. This research provides a useful model of e-WOM, brand image and purchase intention for determining how consumers behave in communicating and reviewing products in Instagram which gives impact to their purchase intention. Theoretical and practical implication of the study was discussed.