Introduction

Conceptual framework

Methods

Results

Discussion

Practical implications

Conclusions

Limitations and recommendations for future studies

References

Abstract

Purpose – The purpose of this paper is to contribute to the marketing literature regarding Islamic countries, in particular the United Arab Emirates (UAE), by assessing the impact of electronic word of mouth (e-WOM) on brand image and on the online purchase intentions of consumers.
Design/methodology/approach – Using a descriptive research approach, this study used quantitative data to assess how the online purchase intentions of consumers in the UAE are influenced by e-WOM and brand image. Findings – E-WOM has a significant impact on online purchase intentions and brand image among consumers. Brand image significantly influences the online purchase intentions of consumers.
Research limitations/implications – The conclusions may not be generalizable because not all areas of the UAE were represented in this study. In future studies, a larger and more inclusive sample would help to overcome this limitation.
Practical implications – This study will help marketers to understand the power of e-WOM, an important marketing tool, and to use resources more strategically to attract new customers. Originality/value – E-WOM is the most commonly used and most effective medium of sharing opinions and reviews pertaining to various products and services in the market. Understanding how it influences the purchase intentions of consumers is imperative and has strong implications for marketers.

Introduction

Traditional word of mouth (WOM) was one of the earliest modes of communication (Mayzlin and Chevalier, 2003; Chevalier and Mayzlin, 2006). Over the years, researchers have explained this term in a variety of ways (Dellarocas, 2003; Xia and Bechwati, 2008; HueteAlcocer, 2017). Katz and Lazarsfeld provided the earliest explanation in the late 1960s, describing it as an important means of exchanging product-related information among consumers (Katz and Lazarsfeld, 1966). They and Trusov et al. (2009) were of the view that WOM is a very influential tool for marketing, as it holds the potential to form and influence the behavior of consumers toward a product or service. With advances in information technology, the use of the internet and social media have become extremely widespread; they have greatly influenced the modes of communication used and preferred by people (Chan and Ngai, 2011).