Role of Electronic Word of Mouth in Generating a Prestigious Perception of the Brands

Abstract

The transition of communication platforms from physical to digital settings is advancing. As a result of the Internet's enormous effect on business, audience have become the "medium" for information cooperation and exchange. This study uses the mixed method to disclose its findings. The interviews were recorded on audiotape and transcribed for analysis using the NVivo 12 software as part of the qualitative section. The influence of electronic word of mouth on consumers' impressions of prestigious brands and their intent to patronize them was explored. The Quantitative study was done to empirically examine the relationship between variables of research, electronic word-of-mouth, perceptions of prestigious brands, consumer engagement, and brand purchase intent in Pakistan. A survey was conducted by administering a questionnaire to Pakistan and overseas individuals via Email and Social media platforms like Facebook and Instagram. The data was collected from 300 individuals and analyzed using (SPSS). Our findings highlighted the role of EWOM in developing a brand's prestige. The results indicate that electronic word-of mouth significantly impacts the perception of a brand's prestige and can, directly and indirectly, influence a consumer's desire to purchase while simultaneously engaging the customer and directing them toward a product. The results also show that electronic word of-mouth and purchase intent have favorable relationships that are mediated by brand prestige and customer engagement. Purchase intent, which is mediated through customer engagement and prestigious brand, is positive. Keywords: Prestigious brand perception, Electronic word of mouth, Consumer engagement, Purchase intention