The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus ,
This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data collected from 402 valid...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2019-04-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol9/msl_2019_52.pdf |