The Impact of Electronic Word of Mouth and Brand Image on Purchase Intentions in Digital Marketing

The Impact of Electronic Word of Mouth and Brand Image on Purchase Intentions in Digital Marketing

Purpose - This paper addresses the fact that under the rapid development of the cosmetics industry, electronic wordof- mouth and brand image occupy an increasingly important position in digital marketing and can greatly improve the competitiveness of enterprises. Design/Methodology/Approach - This study first conducts a certain literature review on the research related to electronic word of mouth and brand image, then constructs a research model of electronic word of mouth, brand image, and purchase intention in digital marketing, and conducts a survey through the distribution of questionnaires, and then carries out descriptive statistical analysis, reliability and validity analysis, correlation analysis, regression analysis, and ANOVA on the questionnaires by SPSS 24.0 in order to conclude. Findings - First, electronic word-of-mouth has a significant positive effect on purchase intention; second, it is not true that brand image has a significant effect on purchase intention; third, there is a difference between different ages on purchase intention, and according to this conclusion, we make suggestions and point out the direction of subsequent research. Research Implications - In this study, a Chinese national brand - Huaxizi - is selected as the main research object to carry out the investigation, hoping that it can provide significance to the development of Chinese national brands in digital marketing.