IMPACT OF E-WOM AND BRAND IMAGE ON THE PURCHASE INTENTION OF CUSTOMERS TO SELECT A HOTEL IN SRI LANKA

Abstract

The most influential method of information transmission is e-WOM. Today's internet social networks are altering the way information is transmitted. In today's environment, marketing strategy and effective communication tools are generally acknowledged by the majority of users. The majority of companies in the hotel sector have concentrated on online marketing. People prefer to enhance their use of e-WOM by following current trends to share their experiences, information, and expertise. Even though e-WOM, brand image and purchase intention are highly discussed in the global context, a knowledge gap exists in the Sri Lankan context which will be addressed by the research. The purpose of this research was to evaluate the efficacy of e- WOM and brand image and how it would influence the perception of new local customers when choosing a hotel in Sri Lanka. To complete the study, the conceptual framework was developed by considering e-WOM and brand image as the independent variable while taking the purchase intention as the dependent variable. Primary data were gathered via a direct survey and a questionnaire designed in line with the study's goals. Digital marketing tools such as social media platforms were used to communicate the questionnaire with the respondents. Data was gathered from a sample of 348 Sri Lankan consumers. Multiple linear regression was used to evaluate the relationship e- WOM has on the purchase intention as well as to determine the impact brand image is having on the purchase intention. The results showcased that the e- WOM and brand image has a significant positive impact on the purchase intention of customers when selecting a hotel in Sri Lanka.