Effects of electronic word of mouth on brand image and purchase intention. An empirical study in Vietnam’s cinema industry

Abstract

The way information is communicated has altered as a result of developments in information technology and the introduction of online social networking sites, from word of mouth to electronic word of mouth. Electronic word of mouth is one of the most universal ways to spread reviews and recommendations in the Internet era. Customers are affected by this problem since the decision to purchase might be significantly influenced by the readily available information. The research team’s goal in this study is to examine whether electronic word of mouth impacts brand perception and purchase intent in the Vietnamese film industry. This is also the first research done in this field in Vietnam. This study lays the groundwork for future studies on product branding by offering insightful information about the assessment of e-WOM, brand image, and purchase intention in the film industry. To find the final results for the topic, a Google Form survey was established to survey 250 Vietnamese people through 3 main variables of the research model (e-WOM, Brand Image, and Purchase Intention). The survey data are all imported into Smart PLS 3.0 software for processing and final results. Findings: The study discovered that one of the most powerful elements impacting brand image and purchase intention of brands in the Vietnamese film industry is electronic word of mouth.