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

• Main Authors: Yunus, N. H., Md. Ariff, M. S., Mohd. Som, N., Zakuan, N., Sulaiman, Z.
• Format: Article
• Published: American Scientific Publishers 2016
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/id/eprint/72023/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85009135363&doi=10.1166%2fasl.2016.7999&partnerID=40&md5=c3311be4e6b2448963a973f24d8b229f

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 abou...