Assessing the Mediating Role of Brand Trust on Electronic Word of Mouth and Purchase Intention

Abstract

The aim of this research was to investigate how brand trust influences the link between purchase intention and electronic word-of-mouth. A survey questionnaire was used to collect data from 224 participants in a quantitative study. Using SPSS, the suggested methodology for this study extracts empirical statistics such as correlation, reliability, demographics, and descriptive statistics. The results showed a strong positive correlation between brand trust, electronic word-of-mouth, and purchase intention. In marketing dynamics, electronic word-of-mouth has long been acknowledged as a potent massage change strategy that significantly influences consumer behaviour. Nowadays, consumers are exposed to a vast amount of information online in the form of reviews, which significantly influences people's purchasing decisions. In this study we find out how brand trust plays a mediating role in connection to how electronic word-of-mouth affects on purchase intention. 'Process Macros model 4' was employed for the analysis in order to determine the relationship between purchase intention and electronic word of mouth, with brand trust serving as a mediating element. The findings show that the brand aspect significantly mediates the impact of electronic word-of-mouth on consumer purchasing decisions.