The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor: an empirical study

This study aims to investigate the impact of electronic word of mouth (eWOM) on the brand image and purchase intention in the telecommunication sector in Jordan. A quantitative-based approach was used for data collection, and a research model was suggested and tested empirically using a sample of 354 respondents who had experiences with the internet and social media. Measurement items are adopted and modified from existing scales found in the relevant prior studies to fit the study's objectives. Using multiple regression analysis, the findings show that eWOM has a positive significant effect on both purchase intention and brand image; the brand image has a significant impact on purchase intention, and eWOM has a fully indirect impact on purchase intention through the brand image as a mediating factor. The current study suggested that telecommunication service providers should wisely and professionally focus on eWOM's favourable contacts to promote a brand image that will later promote the customers' purchase intention.