The Effect of e-WOM on the Brand Image, Attitude and Purchase Intent: an Empirical Study on the Food Industry in Tunisia
Internet has enabled the electronic Word-of-Mouth (e-WOM) to develop. This means of communication facilitates to consumers online of access to further information on the one hand and to facilitate the interpersonal communication via online reviews, of the other part. The objective of this paper is to examine to what extent the electronic word of mouth (e-WOM) can affect brand image, attitude and purchase intention in the agrifood industry taking, as a field of study, the Tunisian context. A survey is conducted among 270 respondents. The results show that e-WOM has a positive impact on the brand image, attitude and purchase intention.