Effect of EWOM Credibility in Social Networking Site (SNS) on Brand Image and Its Impact on Online Purchase Intention

This research identifies indicators that affect the credibility of eWOM on social networking sites on brand image which will impact on online consumer purchase intentions. Combining Theory of Consumer Behavior with the theoretical results of previous literature related to eWOM, brand image, and consumer purchase intention. Collecting 180 respondents in the city of Jakarta using simple random sampling and questionnaires. Used structural equation modeling (SEM) for analysis and partial least squares (PLS) for empirical testing. This study aids marketers in understanding how eWOM credibility impacts brand image and consumer online purchase intention.