The influence of brand image for the online direct selling of a Malaysian micro-enterprise cosmetic brand: the mediating role of brand awareness

Rajat Subhra Chatterjee, Linda Seduram, Tan Sin Kwang, Chay Yau Choon and Abdullah Al Mamun

International Journal of Internet Marketing and Advertising, 2021, vol. 15, issue 5/6, 593-614

Abstract: In the backdrop of the augmented growth of micro-enterprises in Malaysia, this study examined the effects of credibility opinion, electronic word-of-mouth (e-WOM), and social interaction on brand awareness and brand image. This study adopted a cross-sectional design by collecting quantitative data from 223 conveniently selected female online users of Susenji, which is a cosmetic brand and they live in Kuala Lumpur, Malaysia. The findings revealed that e-WOM and social interaction have a significant positive effect on brand awareness. Besides that, e-WOM, credibility opinion, and brand awareness have a significant positive effect on brand image. The findings also revealed that brand awareness mediates the relationship between social influence and e-WOM. The study contributed primarily to the current literature of the online direct selling micro-enterprises and the mediating relationship between brand awareness and the cosmetic brand industry.

Keywords: credibility opinion; electronic word-of-mouth; e-WOM; social interaction; brand awareness; brand image. (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=118262 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:15:y:2021:i:5/6:p:593-614

Access Statistics for this article

More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().