IMPACT OF ELECTRONIC WORD-OF-MOUTH AS ONE OF THE MOST INFLUENTIAL DIGITAL MARKETING STRATEGIES ON PURCHASE INTENTION, WITH THE MODERATING ROLE OF BRAND EQUITY

Abstract

Electronic word-of-mouth (eWOM) is considered one of the most powerful sources for sharing customer information, opinions, experiences, and evaluations after purchasing products or receiving services from various brands via social network communication channels. Hence, this research aims to explore the impact of eWOM, a leading digital marketing strategy, on purchase intention, with brand equity serving as a moderating variable. A quantitative approach was adopted to fulfill the research objectives. The study is applied in terms of purpose and descriptive survey in nature. Data were gathered from a sample of 170 online customers of the Ofogh Kourosh chain stores in District 22 of Tehran Province using convenience sampling and an online questionnaire. Statistical analyses, such as data normality and scale reliability, were performed using SPSS 24, while the measurement model and hypothesis testing were carried out using SmartPLS 3. The structural model assessment results and analyses conducted based on the research objectives supported the hypotheses. The findings showed that eWOM, with brand equity’s moderating role, significantly and positively impacts purchase intention. Lastly, the study offers recommendations and strategies for leveraging eWOM in social media marketing to boost its effectiveness on purchase intention in chain stores.