IDEAS home Printed from https://ideas.repec.org/a/eme/jamrpp/jamr-02-2023-0059.html
   My bibliography  Save this article

Electronic word of mouth, brand image and young customers' online purchase intention during the COVID-19 pandemic

Author

Listed:
  • Le Nguyen Hoang
  • Le Thanh Tung

Abstract

Purpose - This study aims to identify the relationships between the electronic word of mouth (eWOM), brand image (Brand) and online purchase intention (INT) of young customers during the coronavirus disease 2019 (COVID-19) pandemic period. Design/methodology/approach - The covariance-based SEM and the multi-group invariance analysis (MGA) were applied to investigate the proposed model with the data collected via an online survey during the fourth wave of COVID-19 in Vietnam. Findings - The results showed that eWOM quantity (eQuan) has a significant positive effect on eWOM credibility (eC) in the context of the COVID-19 pandemic. Furthermore, whereas Brand positively partially mediates the relationship between eQuan and INT, this construct plays a positively fully mediating role in the relationship between eC and INT. Finally, the results indicated that there is no significant difference in the invariance indicators related to the gender of respondents. Originality/value - This study has some contributions not only to the theoretical framework for understanding the online purchase behaviour of young customers in the pandemic context, but also to the practical implications of how to use different dimensions of eWOM accordingly to enhance a company's brand image in the online business environment.

Suggested Citation

  • Le Nguyen Hoang & Le Thanh Tung, 2023. "Electronic word of mouth, brand image and young customers' online purchase intention during the COVID-19 pandemic," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 20(5), pages 883-895, June.
    • Handle: RePEc:eme:jamrpp:jamr-02-2023-0059
    DOI: 10.1108/JAMR-02-2023-0059
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/JAMR-02-2023-0059/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.emerald.com/insight/content/doi/10.1108/JAMR-02-2023-0059/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1108/JAMR-02-2023-0059?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:jamrpp:jamr-02-2023-0059. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.