The influence of unverified news and electronic word-of-mouth on customer satisfaction and purchase intention: An empirical study on the food and beverage industry
In the digital age, unverified news and electronic word-of-mouth (e-WOM) have become pervasive, raising concerns about their influence on customer behavior and decision-making. This research aims to investigate how unverified news affects customer purchase intention and satisfaction, emphasizing the...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2025-02-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21586/IM_2025_01_Duong.pdf |
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| _version_ | 1825206133501984768 |
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| author | Ngoc-Hong Duong Chi Viet Duong Thien Kim Nguyen Ba Bao Tran Tran Minh Chau Thai |
| author_facet | Ngoc-Hong Duong Chi Viet Duong Thien Kim Nguyen Ba Bao Tran Tran Minh Chau Thai |
| author_sort | Ngoc-Hong Duong |
| collection | DOAJ |
| description | In the digital age, unverified news and electronic word-of-mouth (e-WOM) have become pervasive, raising concerns about their influence on customer behavior and decision-making. This research aims to investigate how unverified news affects customer purchase intention and satisfaction, emphasizing the mediating role of brand image within customer relationship management. Using the Elaboration Likelihood Model (ELM) as the theoretical framework, the study collected the data from 378 undergraduate and postgraduate students in Vietnam. The hypotheses were tested through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS4. There are two significant results. Firstly, unverified news has significantly influenced brand image and trust, leading to customer satisfaction and purchase intention. Secondly, brand image plays a mediating role in the relationship between e-WOM and purchase intention. This research contributes to the marketing literature by demonstrating how unverified news shapes consumer behavior. The findings provide actionable insights for businesses to adapt their marketing strategies, addressing the growing challenges of misinformation to improve brand trust and customer satisfaction in today’s information-driven market. |
| format | Article |
| id | doaj-art-138a5260009b4a6a8436a50c75d09b86 |
| institution | Kabale University |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-138a5260009b4a6a8436a50c75d09b862025-02-07T12:55:07ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-02-0121114215610.21511/im.21(1).2025.1221586The influence of unverified news and electronic word-of-mouth on customer satisfaction and purchase intention: An empirical study on the food and beverage industryNgoc-Hong Duong0https://orcid.org/0000-0003-2095-6707Chi Viet Duong1https://orcid.org/0009-0008-2604-2715Thien Kim Nguyen Ba2https://orcid.org/0009-0005-2648-2866Bao Tran Tran3https://orcid.org/0009-0005-4726-5502Minh Chau Thai4https://orcid.org/0009-0001-1798-8049Ph.D., Lecturer, School of International Business and Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), VietnamBachelor of Foreign Trade, Student, School of International Business and Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), VietnamBachelor of Foreign Trade, Student, School of International Business and Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), VietnamBachelor of Foreign Trade, Student, School of International Business and Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), VietnamBachelor of Foreign Trade, Student, School of International Business and Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), VietnamIn the digital age, unverified news and electronic word-of-mouth (e-WOM) have become pervasive, raising concerns about their influence on customer behavior and decision-making. This research aims to investigate how unverified news affects customer purchase intention and satisfaction, emphasizing the mediating role of brand image within customer relationship management. Using the Elaboration Likelihood Model (ELM) as the theoretical framework, the study collected the data from 378 undergraduate and postgraduate students in Vietnam. The hypotheses were tested through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS4. There are two significant results. Firstly, unverified news has significantly influenced brand image and trust, leading to customer satisfaction and purchase intention. Secondly, brand image plays a mediating role in the relationship between e-WOM and purchase intention. This research contributes to the marketing literature by demonstrating how unverified news shapes consumer behavior. The findings provide actionable insights for businesses to adapt their marketing strategies, addressing the growing challenges of misinformation to improve brand trust and customer satisfaction in today’s information-driven market.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21586/IM_2025_01_Duong.pdfbrandcredibilitymisinformationpurchasesatisfactiontrust |
| spellingShingle | Ngoc-Hong Duong Chi Viet Duong Thien Kim Nguyen Ba Bao Tran Tran Minh Chau Thai The influence of unverified news and electronic word-of-mouth on customer satisfaction and purchase intention: An empirical study on the food and beverage industry Innovative Marketing brand credibility misinformation purchase satisfaction trust |
| title | The influence of unverified news and electronic word-of-mouth on customer satisfaction and purchase intention: An empirical study on the food and beverage industry |
| title_full | The influence of unverified news and electronic word-of-mouth on customer satisfaction and purchase intention: An empirical study on the food and beverage industry |
| title_fullStr | The influence of unverified news and electronic word-of-mouth on customer satisfaction and purchase intention: An empirical study on the food and beverage industry |
| title_full_unstemmed | The influence of unverified news and electronic word-of-mouth on customer satisfaction and purchase intention: An empirical study on the food and beverage industry |
| title_short | The influence of unverified news and electronic word-of-mouth on customer satisfaction and purchase intention: An empirical study on the food and beverage industry |
| title_sort | influence of unverified news and electronic word of mouth on customer satisfaction and purchase intention an empirical study on the food and beverage industry |
| topic | brand credibility misinformation purchase satisfaction trust |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21586/IM_2025_01_Duong.pdf |
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