SOCIAL eWOM: DOES IT AFFECT THE BRAND PERSONAILITY AND PURCHASE

INTENTION OF AIR CONDITIONER BRANDS

 Abstract

This research study is carried out with the objective to analyze the impact e-word of mouth on
brand personality and purchase intention of Air-Conditioning brands in Islamabad. The study
engaged e-word of mouth as independent variable, purchase intention as dependent variable, and
brand personality as mediating variable. A sample of 200 individuals was selected for the study.
The study engaged numerous statistical tools; descriptive statistics, correlation analysis,
regression analysis and Preacher and Hayes (2004) model 4 to investigate mediation. Overall
results of the study revealed that e-word of mouth significantly and positively affect brand
personality and purchase intention of air-conditioning brands. On the other hand brand
personality partially but strongly mediates the relationship between e-word of mouth and
purchase intention of air-conditioning brands.
Table of Contents
Abstract............................................................................................................................................2
CHAPTER 1....................................................................................................................................5
INTRODUCTION...........................................................................................................................5
1.0 Introduction of Study............................................................................................................5
1.1 Background of the Problem..............................................................................................6
1.2 Identification of Gap.........................................................................................................8
1.3 Problem Statement............................................................................................................8
1.4 Research Objectives..........................................................................................................9
1.5 Significance of Study........................................................................................................9
1.6 Research Questions...........................................................................................................9
1.7 Delimitations...................................................................................................................10
CHAPTER 2..................................................................................................................................11
LITERATURE REVIEW..............................................................................................................11
2.1 Electronic Word-of-mouth...................................................................................................11
2.2 Brand Personality.................................................................................................................12
2.3 Buying Intention..................................................................................................................15
2.4 e WOM and Brand Personality............................................................................................17
2.5 Brand Personality and Purchase intention...........................................................................18
2.6 Theoretical Framework........................................................................................................23
2.7 Hypotheses...........................................................................................................................23
Chapter 3........................................................................................................................................24
Research Methodology..................................................................................................................24
3.1 Introduction..........................................................................................................................24
3.2 Research Design...................................................................................................................24
3.3 Research Approach..............................................................................................................24
3.4 Data Collection....................................................................................................................24
3.5 Research Instrument.............................................................................................................25
3.6 Population and Sample.........................................................................................................25
3.7 Unit of Analysis...................................................................................................................26
 3.8 Time Horizon.......................................................................................................................26
3.9 Data Analysis.......................................................................................................................26
Chapter # 4.....................................................................................................................................28
Results and Discussions.................................................................................................................28
1. Gender of Respondents..........................................................................................................28
2. Age of Respondents................................................................................................................28
3. Qualifications of Respondents................................................................................................29
4. Descriptive Statistics.................................................................................................................30
5. Reliability Analysis...................................................................................................................31
6. Correlation Analysis.................................................................................................................31
7. Regression Analysis “e WOM impacts on Purchase Intention”...............................................32
8. Regression Analysis “e WOM impacts on Brand Personality”................................................33
9. Regression Analysis “Brand Personality impacts on Purchase Intention”...............................34
10. Mediation of Brand Personality to influence e WOM on Purchase Intention”.......................35
Chapter 5 Conclusion and Recommendations...............................................................................36
5.1 Conclusion...............................................................................................................................36
5.2 Recommendations....................................................................................................................36
5.3 Limitations and Future Directions...........................................................................................37
References......................................................................................................................................38
 CHAPTER 1
INTRODUCTION
1.1 Introduction of Study

Electronic word of mouth eWOM has found an effective platform in the form of social media
websites. It’s very convenient for the consumers to discuss, review and rate the goods and
services so their friends, acquaintances and even strangers on social media so they can get well
aware of the subject brands and services. Conversation on social media is different from other
computer based conversations as it encompasses a very wide audience, more accessibility and
greater interaction among consumers. Typically social media is considered as blogging,
Wikipedia, YouTube, Facebook, Twitter and even virtual world of gaming (Kaplan & Haenlein,
2010). eWOM can deeply influence the brand personality as in numerous cases consumers are
both fully aware of the evaluation of product or service itself so they rely on the brand and its
claim for a product's function. This is a situation where purchase intention of a consumer can be
greatly influenced by eWOM. Consumers are willingly then replace the need of production
information with the image or personality of a brand (Amblee & Bui, 2011). Various studies
have been conducted such as review of Kudeshia and Kumar (2017) showing that businesses
may influence brand personality resulting into purchase intention and this can be done by
leveraging recommendations and reviews by users on social media websites.

This study investigates the effects of e WOM and brand personality on purchase intentions of
consumers. Both theoretical and empirical reviews were included in the investigation to present
the objective of this study. Practical as well as theoretical implications are discussed as well as
recommendations for further research. The current literature also aims to shed light on the
appropriate usage of social media networking for eWOM. It tries to fills the gaps that exist in
past researches regarding the maximum utilization and benefits of social media websites as
eWOM because however a lot of investigations have been done in the fields to evaluate the
effects of eWOM on buying trends but very less has been done to study that how it may affect
the brand personality and buying trends of consumers specifically by using social media
networking.
Three variables have been taken to evaluate and analyze the object of study that iseWOM as
independent variable, brand personality as a mediator and purchase intention as dependent
variable. Air conditioner brands in home appliance category of Islamabad were chosen to
conduct the research on nature of influence of eWOM through social media networks on brand
personality and thus on purchase intention. A field research is conducted in the air conditioner
companies to seek out the impact of social eWOM on brand personality and intention to
purchase towards Air Conditioner brands. The research also studies the impact of brand
personality on intention to purchase towards Air Conditioner brands.

The responses from results of the study can be a constructive source of assistance for the
managerial class of air conditioner brands in Islamabad where they can implement the results in
their marketing strategy to gain greater profits and maximum productivity by using social
eWOM effectively. The study also helps the customers to understand the rapidly changing
buying trends and evaluate the quality and value of brands and their products which will
eventually simplify their decision making towards the desired products. Various studies from
past researchers and experts have been referred in this study to explain the objectives more
vividly.

1.2 Background of the Problem

In the contemporary era, the Word-of-mouth (WOM) has become a popular tool that has affected
the overall attitudes and intentions of the brand consumers[ CITATION Naz14 \l 1033 ].
Different scholars and marketing practitioners have endeavored to elucidate the effects of Word-
of-mouth (WOM) on the online and offline behavior of different firms and brands, especially
related to the overall buying behavior(Hu et al., 2014). Fundamentally, the electronic word-of-
mouth (eWOM) takes place through an array of different mediums. For instance, the online
channels such as social networking sites, discussion forums, emails, and product reviews can be
considered as important mediums for electronic word-of-mouth (Dwyer et al., 2007).
Furthermore, many scholars claim that eWOM technology is actually an innovative version of
the traditional form of word-of-mouth communication, and the online channels such as social
media networks are responsible for the altering of face-to-face technology into the electronic
word-of-mouth communication which is computer mediated (Rui et al., 2013).
According to Henning-Thurau et al. (2004), the eWOM technology should not only be restricted
to the statements of the different customers, but rather the technology should also incorporate the
retailers’ posts and other published sources (Brown et al., 2007). Furthermore, a categorization
has been done by Hu and Ha (2015), in which they have divided the eWOM into four classes on
the basis of communication forums and functions:

The specialized eWOM involves the reviews of customers that are posted on the platforms which
do not engage in the product selling activities including rating websites or the comparison-
shopping; the affiliated eWOM is associated with the reviews of customers that are affiliated
with the retail websites. For instance, the reviews of customers on eBay and Amazon; the social
eWOM is known to indicate any information regarding the exchange of products or brands by
users on the social networking sites such as Facebook; and the miscellaneous eWOM indicates
information of different products or brands that are exchanged on other online media platforms
for instance, discussion boards and blog sites (Hu and Ha, 2015).

Although the customer reviews on the different specialized and affiliated forums have proven to
be effective in the eWOM, but the social eWOM through social networking sites also has
massive significance (Hu et al., 2014). Social eWOM takes place when the consumers explore or
give informal recommendations related to the product through different unique applications of
the social networking sites. So, we can claim that the platforms such as Twitter and Facebook
have completely transformed the use of online Word-of-mouth (Jeong and Koo, 2015). For
instance, the users can influence an entire network of other users by sharing their views about a
certain brand or product on their profile pages.

Moreover, the consumer electronics are selected as a category for the study which is the devices
manufactured to be purchased and utilized by the end users (Techopedia, 2014). This is because
the consumers tend to rely on the online platforms to buy these electronic products. Further, the
study will endeavor to understand the role of Air conditioner brands as a variant.

In this study, the primary objective is to extend the literature that has already been produced on
the social networking platforms as a eWOM, and how they can affect brand personality and the
purchase intention of the consumers. Present study investigates mediating role brand personality
in relationship between consumer purchase intention and eWOM. This study has chosen the
social networking platform of Facebook as a sample from where consumer responses will be
collected based on their interactive role being played on official pages of top air conditioner
brands.

1.3 Identification of Gap

It is witnessed that, in the international discourse on eWOM, the amount of literature present on
the social media networking sites as a tool for eWOM lacks in magnitude. There is a massive gap
that needs to be filled in the existing literature regarding the overall usage of social media
networking as eWOM and how it affects the buying trends of the consumers and brand
personality. Although there is massive work done on the overall effects of eWOM on the
consumers but the specifics have not been discussed extensively, especially in the context of
social media networks (Nielsen, 2014).

Furthermore, another gap in the literature is that it lacks innovation. This study will strive to put
forth innovative ideas that can be conducive to the overall strengthening and promotion of brands
in the eyes of the consumers through brand personality [ CITATION Naz14 \l 1033 ]. Thus, the
literature will be an addition to the void in the literature that lacked purpose and sophistication.

1.4 Problem Statement

The social networking sites are becoming an increasing popular and effective medium for the
promotion of brands online. More and more users are reviewing different products and brands;
consequently, a number of other users are affected from the reviews generated by those users and
therefore, a large network of users comes into existence. This social media networks are a part of
the eWOM technology that has revolutionized the marketing industry (Hu and Ha, 2015). In
other words, a consumer is largely affected by other people and buying decisions of the
consumer is based on the reviews of the people on the social media networks.

This effect on the buying trends of the consumer can also vary considering the type of product or
brand in hand. For instance, this study is studying the buying intentions of the different Air
Conditioner brands in Pakistan. By considering the different cases of online reviews of certain
products, we will extract our results.
1.5 Research Objectives

 To study the impact of social eWOM on brand personality towards Air

Conditioner brands.
 To study the impact of social eWOM on intention to purchase towards Air
Conditioner brands.
 To study the impact of brand personality on intention to purchase towards Air
Conditioner brands.

1.6 Significance of Study

This research study is of immense significance as it not only seeks to fill the literature gap on
social media as a tool for eWOM, but it also endeavors to investigate different mechanisms that
shape the overall decision making processes of the consumers. The study can be used by
different marketing companies and corporation in order to maximize the productivity of their
firms and to attain appreciable profits. Also, the consumers can benefit from the study by
analyzing the different trends that have a direct impact on their buying intentions, and gain
awareness of the overall value and quality of the product that they intend to buy (Dellarocas,
2003). Furthermore, it is witnessed that most of the previous studies have only focused on the
affiliated or specialized eWOM technology, not paying much attention to the Social eWOM
(Chu and Kim, 2011). This study is significant as it directly brings into light the growing
importance of eWOM through social media networks (Zhu and Zhang, 2010). Moreover, this
research will also endeavor to understand the difference between the positive and negative views
expressed by the users on social media and the relative effects of both will be considered and
compared[ CITATION Sun16 \l 1033 ].

1.7 Research Questions

What is impact of social eWOM on brand personality?

What is impact of social eWOM on intention to purchase?
What is impact of brand personality on intention to purchase?
What is mediating role of brand personality in relationship between eWOM and on
intention to purchase?
1.8 Delimitations

As there is a large amount of literature on the specialized and the affiliated eWOM context,
therefore this research is focused on social eWOM and for that purpose a particular social media
platform such as Facebook is chosen. The sample data section is only taken from Islamabad, and
a quantitative methodology is applied for the purpose of collecting data. Variables of study are
delimitation and the selected industry as well. More specifically, the consumer electronic brands
chosen for the study are the ones that market and sell Air Conditioners. Therefore, the survey of
study is only for Air Conditioners.
 CHAPTER 2
LITERATURE REVIEW

2.1 Electronic Word-of-mouth

With the proliferation of information technology and globalization, more and more potential
consumers are now using the eWOM technology as a tool for the purpose of gaining information
and knowledge about a certain product or a corporation[ CITATION Sun16 \l 1033 ]. It is
witnessed that the development of the internet, diffusion of the social media platforms, and an
increasing popularity of the social media applications serve as the primary underpinnings for the
emergence and establishment of the eWOM technology. Furthermore, this eWOM technology is
publicly available and has significant reach which contribute to its strength (Hennig-Thurau et al.
2004).

The electronic word-of-mouth marketing is actually associated with the reviews of users that are
utilizing the different specialized, affiliated, social, or miscellaneous platforms for sharing their
reviews about a certain product or company (Hu and Ha, 2015). In retrospect, the traditional
Word-of-mouth practice was considered to be an efficient way to attract a large number of
consumers. In the modern era, the same practice has evolved into a stronger, more effective, and
far reaching method for the purpose of attracting customers[ CITATION Ahr13 \l 1033 ]. This
fact is elucidated as we witness the tapping of eWOM into the recent trend of the consumers in
actively publishing, modifying, and working together. These activities transform these
consumers into significant message-distribution members of a channel. An establishment of this
environment can and does lead to great potential (Coyle et al., 2011). It is observed that over 70
percent of the consumers prefer turning to the different eWOM platforms such as social media
channels for the purpose of gathering information and knowledge about a certain company,
brand, or product. Then almost 50 percent of these consumers actually make their purchase by
using the information that they have gathered from online eWOM platforms (DEI Worldwide,
2008).

Another aspect of the eWOM technology is that consumers regard this technology to be quite
trustworthy as oppose to the other platforms of information seeking on brands and products. This
is because of the fact that the consumers are able to relate more with the other average
consumers and therefore, the consumer reviews on the eWOM are more significant to the
potential customers rather than the reviews of professional on different professional platforms
(Greene, 2009). The consumers regard the customer reviews to be more trustworthy than the
marketer’s or expert’s review (Huang and Chen, 2006). Further, the female consumers are
mostly utilizing the eWOM platforms more than the males. It is observed that the female
consumers will tend to rely more on the recommendations or reviews of their friends regarding
different products and brands than the recommendations made by the experts (Garbarino and
Strahilevitz, 2004). Also, this behavior of the females in relying upon the consumer reviews is
found both online and offline (Strahilevitz, 2007). Hence, it is also proved by the previous
research that sharing information requires sufficient credibility and therefore, the source
credibility can serve as a predictor of information sharing (Richins and Root-Shaffer, 1988). This
concept is also applied on the eWOM technology and we can claim that the source credibility in
eWOM is considered as a potentially influential aspect in information sharing on the online
platforms (Ho and Dempsey, 2010).

2.2 Brand Personality

As the first part of this study endeavors to understand the role of social eWOM in affecting the
brand personality, we shall firstly consider the literature focused on the understanding of the
overall influence of social eWOM on the brand personality. The primary job of the brands that
are working in the market is to connect with the consumers and the audiences through different
promises of quality in their products[ CITATION Vel09 \l 1033 ]. The marketing campaigns and
logos of the brands are mostly propagated using the premises of reliability and trust in the overall
quality of the product. Therefore, a brand is manufactured to for the purpose of differentiating a
product and also an accumulation of knowledge takes place related to the company, product, or
the service that is being offered. The shaping of brand personality is dependent on the efficient
working of the brand. The concept of brand personality stands on the foundations of efficacy and
efficiency in the work of the corporate brand and how the brand portrays its image. A good
personality anticipated when a company is known for the selling of good quality services or
products.

Corporation must make sure that it is connected with the audiences in way that it is transparent
and innovative, and has been able to sustain the markets for the products. If a corporation works
on these underpinnings, it is very likely that the corporation would gain the fruits of a good brand
personality. Brand with good personality can gain the trust of the customer and stake holders
which can provide gains in market share and the purchase intentions can also be
improved[ CITATION TAb07 \l 1033 ]. Establishing a strong brand play valuable role in
attaining competitive advantage over its rivalry for an organization. Brand is also regarded as a
significant instrument for organizational marketing strategies. It can add discreet value to the
product in the light of perception of consumer and considered as more long-lasting asset of
products and services. Therefore, researchers have showed a developing interest in the concept
of brand personality[ CITATION Del05 \l 1033 ].

Researchers and scholars have raised the concerns that whether brands and products could have
their own personalities and the brands due to their dimensions could induce emotions, feelings
and behaviors in a similar way as human being are branded as forthcoming, aware, intelligent
and friendly. Therefore, it is contended that brands as similar to human beings can also be
allocated the profiles of personalities that are explained through a series of
characteristics[CITATION Mun10 \l 1033 ].Brand personality is defined as “the perception of
consumer regarding the brand on the personality of a man to conceive”[ CITATION Bat93 \l
1033 ].Whereas, Aaker[CITATION Aak97 \n \t \l 1033 ] described brand personality as linking
human traits with the brands.

It is confirmed by many researchers that brand personality play significant role in differentiation
and it is a valuable source to publicize and advertise the brand[ CITATION Plu85 \l 1033 ]. It is
also asserted that brand personality contemplates a copious and more fascinating reality than any
reality exclusively based on the attributes of a product. Brand personality serve as a promoter
and it is considered as an applicable brand’s image component: brand’s perceived value; since it
is part of copious metaphoric and vocabulary of symbols than that contemplated by functional
and physical brand/product attributes. Whereas, the brand personality is also referred to as a
means of maintaining its exceptional nature, fundamental psychological values, assuming the
competitor’s capacity to compete and getting over functional advantages[CITATION Mun10 \l
1033 ].

Brand personality is considered as a multifaceted concept, which comprises of several

dimensions, i.e. competence, excitement, sincerity, sophistication, and ruggedness. Theses
dimensions are regarded as a comprehensive brand personality framework, which is widespread
over several categories of products[ CITATION Aak97 \l 1033 ].

The framework comprises of five dimensions and it has been developed with several subgroups
which comprises of dimensional aspects to clarify the structure and character of all the
dimensions. It is contended that consumers are influenced by different dimensions in different
ways, for instance; competence, sincerity and excitement impact the inner personality of human,
whereas the ruggedness and sophistication dimensions entice consumers who desire this, but do
not have it[ CITATION Lar07 \l 1033 ].

Sincerity Excitement Competence Sophistication Ruggedness

 Down to  Daring  Reliable  Upper Class  Outdoorsy

earth  Spirited  Intelligent  Charming  Tough
 Honest  Imaginative  Successful
 Wholesome  Up-to-date
 Cheerful

Source: Aaker[CITATION Aak97 \n \t \l 1033 ]

Researchers have proposed micro and macro approaches to brand personality. Both of the terms,
micro and macro were initially introduced two particular approaches of social psychology in the
study of social values. The micro approach was introduced by looking at the particularity of each
examination area demands for targeted study and that engaging overly comprehensive
inventories of values is inappropriate. On the contrary, the macro approach introduced to
measure exhaustive social values through multiple comprehensive inventories of
values[ CITATION Val12 \l 1033 ]. The brand personality measurement relies upon the field of
study or industry, since there is hardly any comparison amid the available brand personality
scale. Generally, researchers use holistic approaches that are viewed as a macro form of brand
personality, for which diverse domains of brand personality are combined together[ CITATION
Mal132 \l 1033 ].
2.3 Buying Intention

Another aspect that is affected by social eWOM is the buying intension of the consumers. Now,
it is important to understand that the relation of influence between the eWOM and the buying
intention of the consumers can be direct as well as indirect. The direct relation means that the
social eWOM has a direct impact on the buying intention while the indirect influence or relation
implies that a third factor can be in between the two variables. For instance, the variable of brand
personality can serve a medium variable through which the impact travels from the social
eWOM and then influences the buying intention.

Ghorban (2012) argue that is important for the marketers to first develop the brand personality
of the consumers through different advertising and promotional activities; consequently, this will
result in a positive impact and increase in the buying intention of the customers[ CITATION
Zah12 \l 1033 ]. This means that advertising and customer satisfaction has a positive relation
with the brand personality which similarly holds a positive relation with the buying intention of
the consumers. This concept will be discussed later on but now we shall consider the
fundamental aspects associated with the buying intentions of the customers[ CITATION Zah12 \l
1033 ].

The buying or purchase intention of the customers is actually known for representing the desire
of the consumers to purchase products from a specific outlet. According to different research
studies, product quality, social influence, socio-economic condition, and brand image are key
factors that have a solid effect on the customer buying intention to shop from a specific
outlet[ CITATION Ran15 \l 1033 ]. Furthermore, another research argues that ethics of a brand
or corporation also matter a lot in impact the overall buying intention of the consumers.
Therefore, if a firm behaves ethically, the buying intention automatically is positive. On the other
hand, if a firm is involved in unethical practices, the buying intention will be on the negative
side[ CITATION Eli13 \l 1033 ]. In this regard, the purchase intention theory plays a vital role in
the gaining of a sound understanding of the different factors that affect the buying intention.
According to this theory, the concept of buying intention is actually rooted in the psychological
and behavioral studies (Dodd & Supa, 2011).
Furthermore, the theory of Planned Behavior states that the buying intention of consumers is
determined through subjective norms, attitudes, and perceived behavioral control. These three
factors are of immense significance as they are responsible for predicting the overall
intentions[ CITATION HHa10 \l 1033 ]. Also, according to a study carried out by Mirabi,
Akbariyeh, and Tahmasebifard, the factors of brand advertising and name, and product quality
had the highest influence on customers' buying intention. On the other hand, the two variables of
price and packaging were quite moderate in nature and did not have a significant impact on
customers' buying intention[ CITATION DrV15 \l 1033 ].

Chu and Kim (2011), social eWOM on the different social networking sites included three
significant aspects which include: opinion giving, opinion seeking, and opinion passing. The
consumers have a very high tendency of opinion seeking which affects the overall brand
personality of the customers and therefore, this opinion seeking behavior can be a variable
between the eWOM and brand personality. High levels of opinion seeking will leads to a larger
tendency to search for information and recommendations on the internet before the consumers
make a purchase decision Chu and Kim (2011).

The contextual factors of the eWOM also play a significant role in affecting the brand
personality in minds of consumers. This means that the opinions of the consumers could vary
according to the context or environment of the situation. For instance, a consumer could have
negative beliefs about certain brands but the reputation is subject to change based on the
situation.

The behavioral intention will be directed towards a specific brand because of the contextual
factors of eWOM. In simple words, a positive attitude and the good impression of the consumers
will be reflected in the positive evaluation of the product or the brand (Alina, 2013). Moreover,
other studies have stressed upon the point that the customers must be first engaged in eWOM
through different means in order to build confidence about a brand. Also, this engagement will
also bring about a passion and pride for the brand in the eyes of the consumers and they will start
believing the integrity of that specific brand (McEwen, 2004).

Furthermore, scholars such as Saks (2006) have argued that the idea of engaging the consumers
in eWOM has a positive relationship with the overall intentions and behaviors of the customers.
The social judgment theory also states that the consumers regard the existing feelings to be
important and they would judge the newly acquired information based on their feelings. This is
considered to be a type of framework that guides the behaviors of the consumers with regards to
the process of information (Saks, 2006). Therefore, whenever an assimilation effect takes place,
the different contextual information and the judgment of the consumers are positively correlated.
This means that the positive context inducement results a judgment that is relatively positive and
the negative context inducement results in a judgment that is negative (Schwarz, 2007).

2.4 e WOM and Brand Personality

eWOM is prevalent on the different social media platforms has a mammoth role in the
development of a positive and negative image and that shapes brand personality. According to
researcher Lindenblatt (2014) there are a number of ways through which the corporation
responds positively towards the eWOM on the social media platforms. These paradigms include:
the proper establishing and identifying if a social media team; being active and posting gradually
on social media related to products; always answering the queries of the social media users in an
effective manner; Train the responsible people in the company through workshops and seminars;
and never underestimate the influence of social eWOM on personality of a brand.

According to Hanna et al. (2011), the negative eWOM is known to have mammoth influence on
the brand personality of a corporation. The authors state that the consumers of a corporation are
more than just recipients of a passive nature in the process of marketing exchange. In the
contemporary world, the people and users using the eWOM are taking a more solid role in the
co-creation of almost everything including the promotional messages to the designs of the
products. The traditional one-way communication has amazingly changed through the
introduction and development of model web 2.0 which is a revolution in the field of
communications. Because of this highly interactive interface, the eWOM users can propagate
different kind of information and data on the internet. This is done through the sharing of the
positive as well as negative experiences of the users on the internet and therefore affecting the
brand’s reputation in a positive as well as negative manner. After the sharing of these reviews,
the brands and corporations can then gain access to insights of customers which are almost
infinite.
According to researchers, the brands worth and its overall personality is affected globally in the
sense that users are allowed to share their reviews through texts, pictures, and videos. Therefore,
they are able to effectively communicate with people from all across the globe, sharing their
perception with a massive number of diverse audiences from all over the world. The experiences
and perceptions of the people are shared online and this tells a lot about the brand worth and its
overall personality [ CITATION SKr09 \l 1033 ]. Many authors stated that the networked
markets are so developed that they are having more knowledge about a certain corporation than
the corporation has knowledge about itself. And whether that knowledge it good or bad, it is
transferred to the entire globe. Therefore, as a consequence, the consumers rely more on these
networks than the companies themselves. According to Bernoff and Li (2009), the balance of
power is now shifting from the corporations towards the consumers, and it is the consumers who
decide the brand value of a corporation in the end.

2.5 Brand Personality and Purchase intention

According to Jung and Seock (2016), the performance of a company is heavily reliant on the
favorable brand, its image or personality. It is considered to be an intangible asset that is known
for the deriving of the overall performance of a corporation. It is important to understand that the
brand personality is actually different from the image and identity of the brand. It is defined as
all interactions that consumers have with a brand, whether direct or indirect, generate and impact
the perceptions of the brand personality traits. Therefore, the brand personality is very closely
linked to the subjective evaluation of the customers about the brand.

The researchers who have carried out studies on this topic have also noted that the positive brand
personality has always enhanced the brand loyalty of the consumers which has a considerable
influence on the enhancing of the purchase intention towards the brand. Spreng and Page (2001)
have observed that the brand personality have been able to significantly impact the consumers
brand attitude. This impact then shapes their overall purchase intention, and results in the better
performance of company. Furthermore, researchers Angelina Nhat Hanh Le[CITATION
Ang11 \n \t \l 1033 ]have also provided the evidence that the brand personality also
significantly affects the behavior of the customers and brand equity which are both related to the
purchasing intentions.

In addition; Davies et al.[CITATION Gar18 \n \t \l 1033 ] witnessed that good brand

personality result in positive attitudes of consumers towards the purchase intention and to
understand this concept further, researchers have also examined the impact of perceived product
quality and awareness of brand on the purchase. Also, researchers have also found that the
decision-making process, which leads to purchase intention is more affected by negative
information which is considered to be more informative and diagnostic that the positive
information. Thus, in the current business environment, the purchasing intention of the
consumers is greatly affected by the brand its personality.

Saleem & Ellahi[CITATION Sal171 \n \t \l 1033 ] carried a research study to examine the
influence of e-word of mouth on the buying intention of fashion products on social networking
websites. An investigation was performed on the results of e-word of mouth on buying intention
of Facebook users. The study selected a sample of 504 of Facebook users, and data was collected
through a survey questionnaire. Results of the study revealed that e-word of mouth play
significant role in influencing the buying intention of fashion products. Furthermore, it is also
found that expertness, high fashion involvement, homophile, informational influence, and
trustworthiness are important factors that determines e-word of mouth.

A study was performed by Luong, Vo, & Le[CITATION Luo17 \n \t \l 1033 ] with the
objective to explore the effect of e-word of mouth on brand image, buying intention and buying
decision in the tourism industry of Vietnam. A sample of 524 individuals was selected and a
survey questionnaire used to collect data from the respondents. The study employed correlation
test, t-test, ANOVA, and structure equation modeling to deduce results. Findings of the study
depicted that e-word of mouth has significant and positive influence on buying intention and
brand image. Moreover, it is also revealed that buying intention has significant and positive
impact on buying intention. The study suggested that online customer reviews should be kept
track of by managers and they should provide timely solutions to consumers.

Koponen[CITATION Joh17 \n \t \l 1033 ] performed a research study with the aim to determine
the impact of e-word of mouth on purchase intention of cosmetic products. The study used a
sample of 155 individuals on Facebook, and data was collected through an online research
questionnaire. Data was analyzed by engaging descriptive statistics, t-test, and regression
analysis to test the predetermined hypotheses of the study. It was evident from the results that e-
word of mouth has a significant positive impact on the purchase intention for cosmetic products.
In addition, the study suggested that marketers can possibly target ego-defensive and knowledge
function attitudes to acquire high rate of purchase intention.

A research study was carried out by Torlak, Ozkara, Tiltay, Cengiz, & Dulger[CITATION Tor14
\n \t \l 1033 ]with the purpose to examine the effect of e-word of mouth on brand image and
purchase intention of cell phone brands for youth consumers in Turkey. A survey questionnaire
design used to collect data regarding identified variables from the sample of 248 individuals.
Results of the study revealed that brand image has significant impact on purchase intention
regarding cell phone brands through e-word of mouth. Furthermore, it is also revealed in the
study that e-word of mouth significantly influences brand image. The study suggested that
managers can consider reviews acquired from customers e-word of mouth channels and utilize
them in establishing the brand image.

Vahdati & Nejad[CITATION Vah16 \n \t \l 1033 ] executed research study with the aim of
investigating the effect of brand personality on customer purchase intention through the
mediating role of e-word of mouth. The study carried out in the banking sector examines that if
brand personality, brand equity and e-word of mouth are determining elements that influence the
purchase intention of bank’s customers that can later lead towards their purchase decision. A
sample of 394 individuals was selected, and data was collected from research participants
through questionnaires. The study employed structural equation modeling to test the hypothesis.
Findings of the study illustrated that e-word of mouth; brand personality and brand equity have
significant and positive impacts on bank’s customers purchase intentions. Furthermore, it is also
evident that brand equity and e-word of mouth demonstrate positive mediating roles.

A cross contry study between Sweeden and Germany was carried out by Baur &
Nyström[CITATION Tab17 \n \t \l 1033 ] with the purpose to explore the impact of e-word of
mouth components on brand attitude and purchase intention. The study engaged material culture,
observation and interviewing as qualitative data collection technique. A total sample of 21
students was collected from Germany and Sweden, 11 and 10 students from each respective
country. Results of the study through qualitative analysis revealed that the selected five
components i.e. channels, valence, inorganic e-word of mouth, length and information type are
not viewed as unique, but they are linked to each other and relay on surrounding component
factors. Moreover, it is suggested that opinion towards the e-word of mouth components rely on
the culture of recipient.

Sa’ait, Kanyan, & Nazrin[CITATION Saa16 \n \t \l 1033 ] performed a research study to

examine the effect of e-word of mouth on customer purchase intention. The study engaged
relevancy, accuracy, comprehensiveness and timeliness as components of e-word of mouth as
independent variable and customer purchase intention as dependent variable. A sample of 361
individual was selected for the study and data was collected through administering survey-based
questionnaire. The study employed correlation analysis and regression analysis to test the
proposed hypothesis. Findings of the study demonstrated that all of the e-word of mouth
elements; relevancy, accuracy, comprehensiveness and timeliness have significant and positive
impact on customer purchase intention. Accuracy as a component of e-word of mouth was found
to have strong impact on customer purchase intention among the four components.

A study with the purpose on examining the effect of brand personality on brand loyalty in the
companies’ micro blogs was carried out by [CITATION Kem \l 1033 ]. Sincerity, competence,
excitement, and sophistication were used as dimensions of brand personality. The study selected
a sample of 236 individuals and data was collected from the research participants through
survey-based questionnaire. Results of the study revealed that all the four dimensions of brand
personality; sincerity, competence, excitement, and sophistication have significant and positive
effect on consumer satisfaction, which increases the loyalty of consumers toward brands. The
study found consumer satisfaction as an important mediator that links brand personality and
brand loyalty in companies’ micro blogs.

Kudeshia & Kumar[CITATION Kud17 \n \t \l 1033 ] carried out a research study with the
purpose to explore that how positive user generated e-word of mouth through Facebook affects
brand attitude and influence the purchase intention of smart phone brands. A sample of 311
respondents was selected for the study and data collection carried out through a survey-based
questionnaire. Structural equation modeling was employed in the study to analyze the results.
Findings of the study showed that positive user generated e-word of mouth on Facebook (social
networking site) significantly and positively influences brand attitude and customer purchase
intention of smart phone brands. The study implied that e-word of mouth on social networking
sites can be utilized as a communication tool, that not only facilitates marketers to reach
customers but to identify and evaluate its significant role in influencing brand attitude and
purchase intention of products.

Su & Tong[CITATION SuJ15 \n \t \l 1033 ] in their study aimed to examine the effects of
brand personality on brand equity in the sportswear brands. The study engaged brand personality
framework to empirically examine the sportswear brands personality and the impact of brand
personality on brand equity. A sample of 420 college students was selected for the research, data
collection technique from the participant selected for the study through research questionnaire.
Findings of the study concluded that brand personality of sportswear can be explained in seven
dimensions; attractiveness, innovation, ruggedness, competence, sincerity, excitement and
attractiveness. Furthermore, it is revealed that attractiveness, innovation, competence and
sincerity among all seven dimensions were significantly contribution factors in establishing
brand equity of sportswear brands.

Riyas & Herath[CITATION Riy16 \n \t \l 1033 ] execute research study to investigate the
impact of brand personality determinants on purchase intention branded umbrella products in Sri
Lankan market. Sincerity, excitement, competence, ruggedness and sophistication were used as
brand personality determinants. A sample of 100 individual was selected and data collection was
carried out through research questionnaire. Multiple regression analysis used to test the
hypothesis revealed that ruggedness and excitement significantly and positively affect purchase
intention, whereas sophistication, sincerity and competence were not positively associated to
purchase intention.
2.6 Theoretical Framework

IV M DV

eWOM Brand Purchase

Personality Intention

2.7 Hypotheses

H1: eWOM has significant impact on brand personality

H2: eWOM has significant impact on intention to purchase

H3: Brand personality has significant impact on intention to purchase

H4: Brand personality mediates impact of eWOM on intention to purchase

 Chapter 3
Research Methodology

3.1 Introduction

The research methodology chapter provides the justification of researcher’s choice and methods
used in the study. Research methodology comprises of a set of rules and procedures that direct
researcher towards the assessment and replication of research findings to establish new set of
comprehensions. Research methodology covers the research design, sampling techniques and
size, research instrument measurement, statistical methods and many different processes that
generate research evidence[ CITATION Gra09 \l 1033 ].

3.2 Research Design

Research design serves as a principal plan defining the procedures and techniques for gathering
and analyzing required information. Design of this study is hypothesis testing research study.
The hypothesis testing research design demands for unambiguous description of what, therefore
it is to be carried out to test the hypotheses in present study.

3.3 Research Approach

Deductive research approach and quantitative research approach is considered appropriate for the
study. Deductive research approach involves theory and then testing the theory by conducting
empirical observations. It begins with theory, hypothesis development and then testing
hypothesis through empirical data collection and analysis to deduce conclusions[ CITATION
Sek032 \l 1033 ]. The quantitative research approach is used in the study, since the nature and
design of research study allows to carry out survey for data collection to test the hypothesis.

3.4 Data Collection

Collection of data in a research study is regarded as the innermost research onion layers. It is
essential for researcher to make sure that biasness is not involved in data collection. There are
two types of data collection sources; secondary data source and primary data source. This study
in particular used both, secondary and primary data collection sources. Secondary data source
includes collection of data from the published journals, periodicals, conference proceedings,
websites, and e-books for theoretical and empirical reviews whereas the primary data source
includes data collection through survey-based questionnaire.

3.5 Research Instrument

The study used a structured adopted questionnaire to collect primary data on the studied
variables. A survey-based questionnaire is a list of prudently organized questions, selected after
extensive testing with a prospect to draw out reliable responses from research participants. The
questionnaire adopted for this study comprises of four sections. The first section involves
questions related to demographic variables, i.e. gender, age, and education. The second section
comprises of four items related to e-word of mouth variable. Third section includes three
questions related to brand personality. Lastly, the fourth section comprises of three questions
regarding purchase intention variable. All the questions related to variables are designed on five-
point Likert scale ranging from (1) strongly disagree to (5) strongly agree. Questions related to e-
word of mouth and purchase intention are adopted from the study of Kudeshia &
Kumar[CITATION Kud171 \n \t \l 1033 ], whereas as questions related to brand personality are
adopted from the study of Le, Cheng, Lee, & Jain[CITATION LeA12 \n \t \l 1033 ].

3.6 Population and Sample

In order to gather adequate reliable population, the researcher made rational decisions related to
population and sample. Population in the field of statistics is described as the whole group
regarding which information is needed to be collected. It can be also referred to as the entire set
of people with detailed features set. Whereas sample is a subcategory of population. Sample is
explained as gathering objects or individuals from the population that has standardized
characteristics.[ CITATION Bry11 \l 1033 ].Population for the study includes users of air
conditioner brands in Islamabad. However the number of elements in population is unknown for
the study. Sample on the other hand is regarded as a subset of population and it is valuable
concept in the field of statistics. It refers to the number of people selected from the population. A
total of 200 research participants have been selected as a sample size for this particular study.
Comfrey and Lee (1992) suggests that sample might be evaluated roughly based on following
scale50 very poor, 100 poor, 200 to 300 good, and 301 to 500 very good 1000 or more excellent.
Sampling method is used to select a sample size from within the general population. It is
essential for researcher to use appropriate sampling method to eliminate biasness in sample
selection process. Engaging appropriate sampling method facilitates research in reducing costs
and efforts in collecting sample for the study[ CITATION Mat101 \l 1033 ]. The study
considered convenient non-probability sampling technique as an appropriate method to select
sample, which is considered as time saving, cost reduction and effort reducing technique, since
researchers are confronted with cost and time constrains. The convenient non-probability
sampling involves research participants who can be easily approached, and it is also referred to
as accidental or opportunity sampling[ CITATION Alv13 \l 1033 ].

3.7 Unit of Analysis

Unit of analysis is explained as the level of aggregation of collected data throughout the
subsequent stage of data analysis. Unit of analysis for this specific study is the users of
Facebook, since each response from the research participants are treated as individual data
source.

3.8 Time Horizon

Time horizon of the study determines that whether research study is longitudinal of cross-
sectional. When the data is collected for a research study for two or more than two times is
referred to as longitudinal study. On the other hand, when the data is collected just once over a
period of time is referred to as cross-sectional study. The nature of the study recommends using
cross-sectional time horizon, as the data collection from research participants is carried out only
once over a period.

3.9 Data Analysis

Data analysis is carried out by using numerous statistical tools through software. The study has
engaged several statistical tools such as; frequency distribution, reliability, descriptive statistics,
correlation analysis, and regression analysis using SPSS software. Descriptive statistics
facilitates researcher in completing the data process through interpreting and analysis, describing
the evidences either supporting or rejecting hypothesis. Frequency distribution measures the
central tendency, location and dispersion and depicts different categories and observation for
each variable[ CITATION Man11 \l 1033 ].Reliability is performed for the accuracy of
measurement scores and it facilitates researcher in assessing the usefulness of measures and
depicts the measurement accuracy[ CITATION Sek03 \l 1033 ].Correlation analysis is engaged
to check the measure of linear relationship between two variables, it shows strength and direction
of variables relationship. Regression analysis was performed to examine the dependence of one
variable over another variable. The study also employed Preacher and Hayes (2004) model 4 to
investigate mediation.
 Chapter # 4
Results and Discussions
1. Gender of Respondents

Gender
Frequency Percent Valid Cumulative
Percent Percent
Male 118 59.0 59.0 59.0
Valid Female 82 41.0 41.0 100.0
Total 200 100.0 100.0

118 participants are male and other 82 participants are female respondents. Male respondents are
59 percent and female respondents are 41 percent. Graphical illustration is given below.

Gender

Female

Male

0 10 20 30 40 50 60

2. Age of Respondents

Age
Frequency Percent Valid Cumulative
Percent Percent
18-25 138 69.0 69.0 69.0
26-32 38 19.0 19.0 88.0
Valid 33-40 10 5.0 5.0 93.0
41-46 14 7.0 7.0 100.0
Total 200 100.0 100.0
In results from table 2, 138 participants are in age group 18-25, 38 participants are in age group
26-32, 10 participants are in age group 33-40 and 14 participants are in age group 41-46.
Participants from age group 18-25 are 69 percent; participants from age group 26-32 are 19
percent, participants from age group 33-40 are 5 percent and participants from age group 41-46
are 7 percent. Graphical illustration is given below.

Age
41-46

33-40

26-32

18-25

0 10 20 30 40 50 60 70

3. Qualifications of Respondents

Education
Frequency Percent Valid Cumulative
Percent Percent
Intermediate 22 11.0 11.0 11.0
Bachelors 115 57.5 57.5 68.5
Masters 42 21.0 21.0 89.5
Valid
M.S/M. Phil 20 10.0 10.0 99.5
Others 1 .5 .5 100.0
Total 200 100.0 100.0

In results from table 3, 22 participants are intermediate (FA/F Sc. /A Levels), 115 participants
are graduates (bachelor degree holders), 42 participants are masters (post graduate degree
holders) and 20 participants are M.S/M. Phil. In term of percentage, 11 percent participants are
intermediates, 57.5 percent participants are graduates, 21 percent participants are post graduates,
and 10 percent are M.S/M. Phil. Only one participant picked option others. Graphical illustration
is given below.
 Qualification
Other

M.S/M.Phil

Masters

Bachelors

Intermediate

0 10 20 30 40 50 60

4. Descriptive Statistics

Descriptive Statistics
N Minimum Maximum Mean Std.
Deviation

e WOM 200 1.00 5.00 3.7056 .82584

Brand Personality 200 1.33 5.00 3.5556 .79833

Purchase
200 1.33 5.00 3.6884 .80478
Intention

Responses on e WOM (independent variable) has mean value = 3.70 its deviation value is .825.
Data series has normal deviation from its mean value. Mean is above than average 3.70 / 5.00.
To the brand personality (mediator) mean value = 3.55 its deviation value is .798. Again data
series of brand personality normally deviates from its mean. Mean is also above than average
3.55 / 5.00. Responses on purchase intention (dependent variable) has mean value = 3.68 its
deviation value is .804. However, std. deviation is quite normal and means value is also above
than average 3.68 / 5.00.
5. Reliability Analysis

N Items Cronbach's Alpha

e WOM 200 4 .769
Brand
200 3 .788
Personality
Purchase
200 3 .754
Intention

In reliability statistics, cronbach’s alpha value = (.769) for four items used to measure e WOM.
This value is reliable and consistent > (0.70).Cronbach’s alpha value = (.788) for three items
used to measure brand personality. This value is reliable and consistent > (0.70). Cronbach’s
alpha value = (.754) for three items used to measure purchase intention. This value is reliable and
consistent > (0.70).

6. Correlation Analysis

Correlations
e WOM Brand Purchase
Personality Intention

Pearson Correlation 1
e WOM
Sig. (2-tailed)
N 200
Pearson Correlation .524** 1
Brand Personality
Sig. (2-tailed) .000
N 200 200
Pearson Correlation .501** .572** 1
Purchase Intention
Sig. (2-tailed) .000 .000
N 200 200 200
In correlation statistics, it is found that dependent variable purchase intention and brand
personality are correlated positively. It is due to the value (0.572 or 57.2 %). The correlation
relation is high however change in one may cause change in other. Next, it is found dependent
variable purchase intention and eWOM are associated in positive positively. It is due to the value
(0.501 or 50.1 %). The correlation relation is high however change in one may cause change in
other. Lastly, mediator (brand personality) and independent variable (e WOM) are positively
associated due to the value (0.524 or 52.4 %).

7. Regression Analysis “e WOM impacts on Purchase Intention”

Hypothesi DV
IV R2 F Beta t-test Sig Status
s
.251 65.299 0.000
Purchas
e
H1 e WOM .501 8.081 0.000 Accepted
Intentio
n

In order to test first hypothesis, “e WOM has significant impact on purchase intention” table 7
signified R squared value .251. However, e WOM (independent variable) postulates 25.1 percent
change in purchase intention (dependent variable).
Regression model based on e WOM (independent variable) and Purchase Intention (dependent
variable) is anticipated fit owing to the F Statistics 65.29 in which chances of error are zero with
respective Sig. 0.000. However, predictor e WOM (independent variable) may signify significant
change in Purchase Intention (dependent variable).
Coefficient in the model contains (β) value = .501. It envisages .501 units change in purchase
intention (dependent variable) owing to the e WOM (independent variable). t statistics in model
is 8.08. However coefficient in model is other than zero. Consequently, influence of e WOM
(independent variable) is positive and significant on purchase intention (Dependent variable). H1
is therefore supported. It implies that positive e-WOM on social media network (Facebook) will
increase purchase intention of air conditioning brands. Results of the current study are consistent
with previous findings of Park, Lee, & Han[CITATION Par07 \n \t \l 1033 ]. They argued that
the quality and quantity of reviews posted on websites significantly and positively influence
purchase intentions. Current findings revealed that consumers of air conditioning brands often
read other consumers or friend comments and reviews to know the brand’s impression, to gather
brand information, to buy right brand and to have confidence on buying decision, making them
intend to purchase specific brands rather than other available brands.

8. Regression Analysis “e WOM impacts on Brand Personality”

Hypothesi MV
IV R2 F Beta t-test Sig Status
s
.274 73.24 0.000
Brand
H2 e WOM .524 8.550 0.000 Accepted
Personality

In order to test second hypothesis, “e WOM has significant impact on brand personality” table 8
signified R squared value .274. However, e WOM (independent variable) postulates 27.4 percent
change in brand personality (mediator).
Regression model based on e WOM (independent variable) and brand personality (mediator) is
anticipated fit owing to the F Statistics 73.24 in which chances of error are zero with respective
Sig. 0.000. However, predictor e WOM (independent variable) may signify significant change in
brand personality (mediator).
Coefficient in the model contains (β) value = .524. It envisages .524 units change in brand
personality (mediator) owing to the e WOM (independent variable). t statistics in model is 8.55.
However coefficient in model is other than zero. Consequently, influence of e WOM
(independent variable) is positive and significant on brand personality (mediator). H2 is therefore
supported. The results entail that positive e-WOM through social media network will increase
and attach more positive attributes toward brand personality of the air conditioning brands. It is
evident from the previous study of Davies, Rojas-Méndez, Whelan, Mete, & Loo [CITATION
Dav18 \n \t \l 1033 ] that brand personality reflects a signaling theory, since companies edit and
shape their communications and to signals only definite brand aspects. Customers on the other
hand, benefit from such signals of brand personality aspects, which helps them in creating brand
personality for their own as well as promoting it to others through e-WOM. Findings of this
study indicates that research respondents through e-WOM on social media often read other
consumers/ friends comments and posts to know about air conditioning brand impression on
others, to make sure buying of right air conditioning brand, to collect information regarding air
conditioning brand, and to assess buying decision confidence, and then relate it to their air
conditioner brand personality as contemporary, energetic and stylish.

9. Regression Analysis “Brand Personality impacts on Purchase Intention”

Hypothesi DV
MV R2 F Beta t-test Sig Status
s
.324 95.55 0.000
Brand Purchase
H3 .572 9.775 0.000 Accepted
Personality Intention

In order to test third hypothesis, “brand personality has significant impact on purchase” table 9
signified R squared value .324. However, brand personality (mediator) postulates 32.4 percent
change in purchase intention (dependent variable).
Regression model based on brand personality (mediator) and in purchase intention (dependent
variable) is anticipated fit owing to the F Statistics 95.55 in which chances of error are zero with
respective Sig. 0.000. However, predictor brand personality (mediator) may signify significant
change in purchase intention (dependent variable).
Coefficient in the model contains (β) value = .572. It envisages .572 units change in purchase
intention (dependent variable) owing to the brand personality (mediator). t statistics in model is
9.77. However coefficient in model is other than zero. Consequently, influence of brand
personality (mediator) is positive and significant on purchase intention (dependent variable). H3
is therefore supported. The result implies that high brand personality leads to higher purchase
intention of air conditioner brands. Respondents of the research study revealed that they describe
their air conditioner brand personality as contemporary, energetic, and stylish which increases
their purchase intention and make sure that they buy air conditioner brand according to the brand
personality knowing that there are other brands available and intend to buy similar air
conditioner brand in future that fits their personality.

10. Mediation of Brand Personality to influence e WOM on Purchase Intention”

Hypothesis Effect T z p LLCI ULCI Status

Total Effect of .488 8.13 .0000 .3704 .6074
X on Y
Direct effect of .275 4.28 .0000 .1489 .4027
X on Y
Indirect effect .213 .1274 .3278
of X on Y
Normal theory 5.06 .0000

H4 Accepted

In order to test fourth hypothesis, “brand personality mediates influence of e WOM on purchase
intention” table 10 signified total effect value .488. However, e WOM postulates significant
positive change in purchase intention (dependent variable). t statistics value in model 8.13
(significant and positive) and LLCI = .3704 and ULCI = .6074.
Direction effect value .275 postulates the amount of change caused in purchase intention
(dependent variable) due to e WOM without intervention of brand personality. t statistics value
in model 4.28 (significant and positive) and LLCI = .1489 and ULCI = .4027. Indirection effect
value .213 postulates the amount of change caused in purchase intention (dependent variable)
due to e WOM with intervention of brand personality. z statistics value is 5.06 (significant and
positive) and LLCI = .1274 and ULCI = .3278. Consequently, brand personality mediates
influence of e WOM on purchase intention. H4 is therefore supported.
The result indicates that positive e-WOM through social media network adds to the brand
personality which increase the purchase intention of air conditioner brands. Research participants
revealed that positive and strong air conditioner brand personality aspects such as; contemporary,
energetic and stylish will create a positive e-WOM through social media and customers review
comments and posts of a strong brand personality leads to higher purchase intention of air
conditioner brands.
 Chapter 5
Conclusion and Recommendations
5.1 Conclusion
This research study is carried out with the objective to analyze the impact e-word of mouth on
brand personality and purchase intention of Air-Conditioning brands in Islamabad. The study
engaged e-word of mouth as independent variable, purchase intention as dependent variable, and
brand personality as mediating variable. Both, theoretical review and empirical review
performed to provide the information required on the selected variables. Brand is produced to
differentiate a product or service offered by a company from its competitors, and it provides
consumers the knowledge related to the company. Consumers on the other hand use social media
as a platform for e-word of mouth, where reviews are created, associated with the brand which
can influence the buying intention of customers. A sample of 200 individuals was selected for
the study. The study engaged numerous statistical tools; descriptive statistics, correlation
analysis, regression analysis and Preacher and Hayes (2004) model 4 to investigate mediation.

Overall results of the study revealed that e-word of mouth significantly and positively affect
brand personality and purchase intention of air-conditioning brands. It is indicated that the effect
of e-word of mouth on purchase intention is significant and positive, and brand personality
partially but strongly mediates the relationship between e-word of mouth and purchase intention
of air-conditioning brands. Therefore, findings of the study support the proposed hypothesis, H 1
that e-word of mouth has significant impact on purchase intention of air-conditioning. The
second hypothesis H2 proposed that e-word of mouth has significant impact on brand personality
is accepted. Third hypothesis H3 suggested is also accepted that brand personality has significant
impact on purchase intention. Whereas, the fourth hypothesis H4proposed that social e-word has
significant impact on brand personality and purchase intention is also supported by the research
findings, implying that brand personality significantly, strongly and partially mediates the
relationship between e-word of mouth and purchase intention.

5.2 Recommendations
Since the proposed theoretical model depicting the effect of e-word of mouth on brand
personality and purchase intention has been tested and confirmed to be a valid theoretical model.
Therefore, it is recommended that using social media platform as a tool for e-word of mouth play
significant role in affecting brand personality toward a brand and intention to purchase it.
Marketing managers are required to crucially review and analyze the reviews provided by
consumers regarding product and services in order to shape their brand according to needs and
desires of customers. Therefore, a good brand personality can be developed through comments
and reviews of customers on social media networks, which could influence their purchase
intention. The empirical findings of affect of e-word of mouth on purchase intention will
facilitate marketing managers in analyzing sales and implement better social media strategies.

5.3 Limitations and Future Directions

This study is limited to the effect of e-word of mouth on brand personality and purchase
intention of air conditioning brands, which constrains the generalization of findings to other
products. Therefore, new insights to this area of research work can be provided by carefully
considering other category of products and services. This study is also narrowed down to the use
of Facebook, since there are various other social networking sites, and each having diverse
characteristics and different set of audiences. Thus involving other social media networks such as
Twitter and Instagram to get more insights. Furthermore, this study is limited to one independent
variable, and other variables can be included for future studies to widen the research scope.
References
Ahrens, J., Coyle, J. R., & Strahilevitz, a. M. (2013). Electronic word of mouth: The effects of
incentives on e-referrals by senders and receivers. European Journal of Marketing, 47(7),
1034-1051.

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347-
356.

Abimbola, T., & Vallaster, C. (2007). Brand, organisational identity and reputation in SMEs: an
overview. Qualitative market research.

Ahrens, J., Coyle, J. R., & Strahilevitz, a. M. (2013). Electronic word of mouth: The effects of
incentives on e-referrals by senders and receivers. European Journal of Marketing, 47(7),
1034-1051.

Alvi, M. (2013). A Manual for Selecting Sampling Techniques in Research. MPRA, 70218.

Andreasson, L., & Streling, M. (2007). Brand Personality; Offline Versus Online. Unpublished
Bachelor Thesis.

Argenti, P., & Druckenmiller, B. (2004). Reputation and the corporate brand. Corporate
reputation review.

Batra, R., Lehmann, D. R., & Singh, D. (1993). The brand personality component of brand
goodwill: Some antecedents and consequences. In D. A. Aaker, & A. Biel (Eds.), Brand
equity and advertising (pp. 83-96). Hillsdale: Lawrence Erlbaum Associates, Inc.

Baur, T., & Nyström, B. (2017). The effect of E-WOM Components on Brand Attitute and
Purchase Intention: A Cross Country. Unpublished Thesis.

Bryman, A., & Bell, E. (2011). Business Research Methods (3rd ed.). London: Oxford
University Press.

Christodoulides, G., & Chernatony, L. d. (2010). Consumer-based brand equity

conceptualization and measurement: A literature review. International Journal of Market
Research .

Creyer, E. H. (2013). The influence of firm behavior on purchase intention: do consumers really
care about business ethics? Journal of Consumer Marketing, 421-432.

Davies, G., Rojas-Méndez, J. I., Whelan, S., Mete, M., & Loo, T. (2018). Brand personality:
theory and dimensionality. Journal of Product & Brand Management, 27(2), 115-127.
Delgado-Ballester, E., & Manuera-Aleman, J. L. (2005). Does brand trust matter to brand
equity? Journal of Product and Brand Management, 14(3), 187-196.

Doh, S., & Hwang, J. (2009). How Consumers Evaluate eWOM (Electronic Word-of-Mouth)
Messages. CYBERPSYCHOLOGY & BEHAVIOR.

East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative
word of mouth on brand purchase probability. International Journal of Research in
Marketing, 215-224.

Ghorban, Z. S. (2012). Brand Attitude, Its Antecedents and Consequences. Investigation.

Journal of Business and Management, 31-35.

Gray, D. E. (2009). Doing Research in the Real World. London: Sage Publications.

Griffith, D., Esch, P. v., & Trittenbach, M. (2018). Investigating the mediating effect of Uber's
sexual harassment case on its brand: Does it matter? Journal of Retailing and Consumer.

Han, H., Hsu, L., & Sheu, C. (2010). Application of the theory of planned behavior to green
hotel choice: Testing the effect of environmental friendly activities. Tourism
management.

Hanna et al. (2011). We’re all connected: The power of the social media ecosystem. Business
Horizons.

Kim, S. (2016). HOW DOES EWOM WITHIN SOCIAL MEDIA AFFECT YOU AS A
CONSUMER? Brand Base.

Koponen, J. (2017). Harnessing The Impact of Electronic Word-of-Mouth on Purchase Intention

of Cosemetics Based on the Functional Attitude Theory. Unpublished Bachelor Thesis.

Krishnamurthy, S., & Kucuk, U. (2009). Anti-branding on the internet. Journal of Business
Research.

Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase
intention of brands? Management Research Review, 40(3), 310-330.

Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase
intention of brands? Management Research Review, 4(3), 310-330.

Le, A. N., Cheng, J. M., Lee, Y. H., & Jain, M. (2012). Brand extension: using parent brand
personality as leverage. Asia Pacific Journal of Marketing and Logistics, 24(4), 559-618.

Lindenblatt, A. (2014). How do companies protect their brand reputation online in response to
Negative Electronic Word-of-mouth: A study of German companies . University of
Twente .
Luong, D. B., Vo, T. H., & Le, K. H. (2017). The impact of electronic word of mouth on brand
image and buying decision: An empirical study in Vietnam tourism. International
Journal of Research Studies in Management, 6(1), 53-63.

Malik, M. E., & Naeem, B. (2013). Aaker’s Brand Personality Framework: A Critical
Commentary. World Applied Sciences Journal, 24(7), 895-899.

Manikandan, S. (2011). Frequency distribution. Journal of Pharmacology &

Pharmacotherapeutics, 2(1), 54-56.

Mathews, B., & Ross, L. (2010). Research Methods: A Practical Guide for Social Sciences (1st
ed.). Pearson.

Mirabi, D. V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on
Customers Purchase Intention Case Study: the Agencies of Bono Brand Tile in Tehran.
Journal of Multidisciplinary Engineering Science and Technology .

Muniz, K. M., & Marchetti, R. Z. (2012). Brand Personality Dimensions in the Brazilian
Context. Brazilian Administration Review, 9(2), 168-188.

Naz, F. (2014). Word of Mouth and Its Impact on Marketing. International Journal of Scientific
and Research Publications.

Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer
purchasing intention: the moderating role of involvement. International Journal of
Electronic Commerce, 12(4), 125-148.

Plummer, J. (1985). How personality makes a difference. Journal of Advertising Research,

24(6), 27-31.

Riyas, M., & Herath, H. (2016). Impact of Brand Personality Determinants towards Purchasing
Intention: A Study on Branded Umbrella Products in Sri Lanka. Kelaniya Journal of
Management, 5(1), 47-57.

Sa’ait, N., Kanyan, A., & Nazrin, M. F. (2016). The Effect of E-WOM on Customer Purchase
Intention. International Academic Research Journal of Social Science, 2(1), 73-80.

Saleem, A., & Ellahi, A. (2017). Influence of Electronic Word of Mouth on Purchase Intention
of Fashion Products on Social Networking Websites. Pakistan Journal of Commerce and
Social Sciences, 11(2), 597-622.

Sekaran, U. (2003). Research Methods for Business: A Skill Building Approach (4th ed.). New
Jersey: John Wiley and Sons.
Sekaran, U. (2003). Research Methods for Business: A Skill-Building Approach (4th ed.). New
York: John Wiley & Sons.

Sohel, R. S., Haji-Othman, Y., & Osman, A. (2015). Factors Affecting Purchase Intention of
Customers to Shop at Hypermarkets. Mediterranean Journal of Social Sciences.

Solomon, M. (2009). Consumer Behavior: Buying, Having and Being. New Jersey: Pearson
Education.

Su, J., & Tong, X. (2015). Brand personality and brand equity: evidence from the sportswear
industry. Journal of Product & Brand Management, 24(2), 124-133.

Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The Effect of
Electronic Word of Mouth on Brand Image and Purchase Intention: An Application
Concerning Cell Phone Brands for Youth Consumers in Turkey. Journal of Marketing
Development and Competitiveness, 8(2), 61-68.

Vahdati, H., & Nejad, S. H. (2016). Brand Personality Toward Customer Purchase Intention: The
intermediate Role of Electronic Word-of-Mouth and Brand Equity. Asian Academy of
Management Journal, 21(2), 1-26.

Valette-Florence, A., & Barnier, V. D. (2012). Towards a micro conception of brand personality:
An application for print media brands in a French context. Journal of Business Research.

Veloutsou, C., & Moutinho, L. (2009). Brand relationships through brand reputation and brand
tribalism. Journal of Business Research.

VonReisen, R., & Herndon, N. (2011). Consumer Involvement With the Product and the Nature
of Brand Loyalty. Journal of Marketing, 327-352.

Wood, N. T., & Solomon, M. R. (2009). Virtual Social Identity and Consumer Behavior. Taylor
and Francis.

Zhang, K. Z., Wang, S., & Zhao, S. J. (2014). Effect of Brand Personality on Brand Loyalty in
Companies' Microblogs. PACIS proceedings.
Social e WoM: Does it affect the Brand personality and Purchase Intention (Air
Conditioner Brand)

Gender Male : Female

Age 18-25 : 26-32 : 33-40 : 41-48 : 49-55 : Above 55

Education Intermediate : Graduation : Masters : MS/M Phil/PhD

(1 Strongly Disagree, 2 Disagree, 3 Neutral, 4 Agree, 5 Strongly Agree)

e WOM
I often read other consumers’/friends post to know what
products/brands make good impression on others
I often read other consumers’/friends post to make sure I
buy the right product/brand.
I often read other consumers’/friends post to gather
information about products/Brands
I often read other consumers’/friends post to have
confidence in my buying decision

(1 Strongly Disagree, 2 Disagree, 3 Neutral, 4 Agree, 5 Strongly Agree)

Brand Personality

Contemporary can be used to describe (my air conditioner

brand) very well.
Energetic can be used to describe (my air conditioner
brand) very well
Stylish can be used to describe (my air conditioner brand)
very well.

(1 Strongly Disagree, 2 Disagree, 3 Neutral, 4 Agree, 5 Strongly Agree)

Purchase Intention
I would buy my air conditioner’s brand products 1 2 3 4 5
I would buy my air conditioner’s brand products rather than 1 2 3 4 5
any other product available
I intend to purchase my air conditioner’s brand products in 1 2 3 4 5
the future also