PurposeThis article examines the influence of electronic referral marketing (eReferral) and electronic word-of-mouth (eWOM) on brand image and purchase intention, coupled with the moderating effect of gender in the relationship.Design/methodology/approachStructural equation modeling was applied to examine the interplay between the proposed variables, using a random sample of 308 respondents in Cyprus.FindingsThe empirical results suggest the following: 1) eReferral does influence brand image, and the impact is significant with women only; 2) eWOM influences brand image, and the impact is more significant with women than men; 3) eWOM influences purchase intention, and the impact is the same for both genders; 4) Brand image influences purchase intention, and the impact is more significant with women than men.Research limitations/implicationsMarketing managers can benefit from these competitive advantage tools. Brand image, awareness, and sales volume can be increased by utilizing eWOM or eReferral, depending on the product and/or service functionality as well as gender.Originality/valueWhile there is a substantial research stream on eWOM, to the best of our knowledge no research has differentiated eReferral from eWOM. This paper provides useful insights regarding the two concepts.
Marketing Intelligence & Planning – Emerald Publishing
Published: Aug 1, 2016
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera