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Impact of Word-of-mouth Source Credibility on Consumer’s Purchase Intention in Sri Lanka with Special Reference to the Smartphone Industry: Examine the Mediating Effect of Brand Image

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dc.contributor.author Amarasinghe, G. K. A. G. V.
dc.contributor.author Bandara, B. S. S. U.
dc.date.accessioned 2024-08-22T07:29:24Z
dc.date.available 2024-08-22T07:29:24Z
dc.date.issued 2022
dc.identifier.citation Amarasinghe, G. K. A. G. V.; Bandara, B. S. S. U. (2022), Impact of Word-of-mouth Source Credibility on Consumer’s Purchase Intention in Sri Lanka with Special Reference to the Smartphone Industry: Examine the Mediating Effect of Brand Image, 7th Student Research Conference in Marketing (SRCM 2022), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 51 en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/28031
dc.description.abstract Word-of-mouth plays a significant role in the decision-making process when purchasing a new smartphone. The smartphone industry in Sri Lanka, as well as globally, is highly competitive. This study aimed to investigate the impact of word-of-mouth source credibility on consumer purchase intention in Sri Lanka, with a particular focus on the smartphone industry, and to examine the mediating effect of brand image. Data was collected from 380 respondents in the Western Province using a questionnaire, and the analysis was performed using SPSS Software. Descriptive statistics were utilized to determine the frequency and percentage of personal profiles. The survey results indicated a positive and significant impact of word-of-mouth source credibility on consumer purchase intention. Furthermore, it was confirmed that brand image positively and significantly mediates the relationship between word-of-mouth and consumer purchase intention. The findings provide valuable insights for smartphone retailers regarding the influence of each dimension of word-of-mouth source credibility on consumer purchase intention. Additionally, the results offer benefits to potential customers contemplating smartphone purchases and to other stakeholders interested in the industry. en_US
dc.publisher Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka en_US
dc.subject Brand Image, Purchase Intention, Smartphones, Word of Mouth en_US
dc.title Impact of Word-of-mouth Source Credibility on Consumer’s Purchase Intention in Sri Lanka with Special Reference to the Smartphone Industry: Examine the Mediating Effect of Brand Image en_US


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