Brand Awareness as a Bridge: Connecting E-WoM and Purchase Decisions for TikTokShop Perfumes

Amanda Nur Fadhillah and Agus Hermawan ()
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Amanda Nur Fadhillah: Universitas Negeri Malang
Agus Hermawan: Universitas Negeri Malang

A chapter in Proceedings of the 4th Business Innovation Sustainability and Technology International Conference (BISTIC 2024), 2024, pp 133-150 from Springer

Abstract: Abstract This research investigates the impact of viral marketing and electronic word-of-mouth (e-WoM) on consumer decisions to purchase HMNS perfumes, with a focus on the mediating role of brand awareness. A quantitative approach with an explanatory design was used, collecting data from 195 respondents through purposive sampling and Google Forms questionnaires. Partial Least Squares (PLS) analysis using SmartPLS 4.0 software revealed a surprising finding: viral marketing did not directly influence purchase decisions. However, e-WoM had a direct and significant positive effect. Additionally, brand awareness directly and positively influenced purchase decisions. The analysis further confirmed a significant positive mediating role of brand awareness, indicating that it amplifies the impact of both viral marketing and e-WoM on purchase decisions for HMNS perfumes.

Keywords: Viral Marketing; E-WoM; Brand Awareness; Purchase Decision; Parfum (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-576-8_12

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DOI: 10.2991/978-94-6463-576-8_12

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