Impact of electronic word-of-mouth on brand image and product purchasing intentions: empirical study on choosing to use iphone ò citizens in Can Tho city

Abstract

Analyze and evaluate the extent of the impact of electronic word-of-mouth (eWOM) marketing on brand image and the intentions of citizens in Can Tho City to choose and use iPhone smartphones. Based on the research findings, the study aims to propose strategic management solutions to enhance the brand image of iPhone and increase consumer purchase intentions in this region. These solutions not only aim to strengthen brand equity but also contribute to the effective development of marketing strategies within the context of today’s competitive market landscape.