Volume No. :   9

Issue No. :  1

Year :  2018

ISSN Print :  0976-495X

ISSN Online :  2321-5763


Registration

Allready Registrered
Click to Login

Impact of Electronic word-of-mouth on Brand image and Purchase Intention: A Methodological and Thematic Review



Address:   Sinhayna Singh Bais1, Archana Murthy1, Tanya Roy1, Smita Mehendale2 1MBA Student, Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, India 2Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International University, Pune Maharashtra, India *Corresponding Author
DOI No: 10.5958/2321-5763.2018.00121.X

ABSTRACT:
Electronic word of mouth is now considered one of the most reliable forms of communication in recent years. Electronic WOM is an important extension in consumer environment and is an outcome of activity on social media. This research has used a systematic review of literature methodology to present the work of past researchers on the topic and identify the methodologies and major themes which have been studied by researchers. A total of 42 research articles were reviewed. Four major themes were identified, namely customer satisfaction, communication, marketing and psychology. In terms of methods used by past researchers, non-empirical research method was found to dominate the various methodologies used. Suggestion for future research is based on Methodological and thematic review.
KEYWORDS:
E-WOM, Brand Image, Purchase Intention, Consumer Behaviour, Systematic Review of Literature, Thematic Review, Methodological Review.
Cite:
Sinhayna Singh Bais, Archana Murthy, Tanya Roy, Smita Mehendale. Impact of Electronic word-of-mouth on Brand image and Purchase Intention: A Methodological and Thematic Review. Asian Journal of Management. 2018; 9(1):774-778.
[View HTML]     



Visitor's No. :   201123