摘要：This study aims to examine the effects of electronic word of mouth communication (eWOM)
among consumers on purchase intention and brand image, specifically, Generation Y and Z groups
in relation to smartphone brands. The study utilizes an empirical research model using data collected
from 402 valid respondents among consumers who use smartphone brands in North Cyprus.
The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results
confirm the significant effects of eWOM on purchase intention through brand image and the moderating
role of product type among eWOM, purchase intentions and brand image. The study also
recommends that firms and marketers must concentrate on online communication channels to affect
consumers’ intention toward purchasing brands and brand image. Moreover, the current study
model suggests that future study can be extended in different context, countries (i.e. developed,
emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social media
platforms sites (i.e. Facebook, Twitter).
关键词：Electronic word of mouth communication;
;
Purchase intention;
Brand image;
Product type;
Smartphone brands
