Розширена анотація українською мовою

У сучасному світі лояльність клієнтів до певної компанії чи продукту є мінливим та короткочасним явищем, а тому формування системи позитивних відгуків від покупця до покупця (Word-of-Mouth – WOM) дозволяє отримати важливі конкурентні переваги. За результатами останніх досліджень лише 14% клієнтів довіряють інформації, представленій у рекламі товару, тоді як 9 з 10 покупців формують свої вподобання на основі порад друзів та близьких, а тому оцінювання ефекту електронного Word-of-Mouth (еWOM) на формування бренду і купівельні наміри споживачів є важливим та актуальним завданням. Основна мета статті – дослідити вплив електронного Word-of-Mouth (eWOM) на формування бренду та наміри споживачів на прикладі автомобільної промисловості Малайзії. Об’єктом дослідження є саме автомобільна індустрія Малайзії, що орієнтується на національні фірмові автомобілі, оскільки саме на них є попит серед населення країни. На початковому етапі дослідження було сформовано три гіпотези: 1) електронний Word-Of-Mouth (еWOM) має значний вплив на формування бренду компанії; 2) електронний Word-Of-Mouth (еWOM) має значний вплив на формування наміру споживача придбати товар; 3) сила бренду суттєво впливає на ефективність використання електронного Word-Of-Mouth (еWOM) для зростання лояльності клієнтів. У процесі дослідження за кожною з висунутих гіпотез було проаналізовано значний обсяг наукових публікацій, що, у свою чергу, дозволило виділити певні тренди у цьому напрямку, а також сформувати інформаційну основу для формування висновків щодо спростування чи підтвердження визначених припущень. Комплексний аналіз та систематизація емпіричних досліджень у даному напрямку, а також детальне дослідження кількісних та якісних показників функціонування автомобільної промисловості Малайзії дозволили підтвердити справедливість усіх висунутих на початку дослідження гіпотез. Крім того, за результатами теоретичного та аналітичного узагальнення доведено, що eWOM виступає одним із найбільш ефективних сучасних інструментів просування товару та формування лояльності клієнтів.

Ключові слова: діджиталізація, електронний Word-of-Mouth (еWOM), формування бренду, бренди, купівельні наміри клієнтів, лояльність клієнтів

Класифікація JEL: M.

Цитувати як: Al Halbusi, H., Tehseen, S. (2018). The Effect of Electronic Word-Of-Mouth (EWOM) On Brand Image and Purchase Intention: A Conceptual Paper. SocioEconomic Challenges, 3(2), 83-94. DOI: 10.21272/sec.3(2).83-94.2018

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