Abstract:
This study focused on examining the impact of Electronic Word of Mouth on Purchase Intention in case of renowned restaurants of Islamabad. Moderating role of brand image on the relationship between e-WOM and purchase intention was also assessed. We collected the data from the respondents included in our sample using the computer assisted questionnaires for the purpose of our study. This data was analyzed through SPSS and data was analyzed using correlation analysis and regression analysis. As a result, it was found that Electronic Word of Mouth has a significant and positive influence on Purchase Intention. Moreover, brand reputation acts as a moderator of relation between both variables.
