Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators: Serial mediation model of ePWOM-purchase intention

Abstract This study integrates the theory of reasoned action, value co-creation theory and attribution theory to investigate electronic positive word-of-mouth (ePWOM) and consumer's purchase intention link in the presence of trust beliefs, value co-creation, and brand image as mediators in the context of brand fan pages of smartphones on the social networking site, Facebook. Results indicate a positive association between ePWOM and consumer's purchase intention with trust beliefs, value co-creation, hedonic brand image and functional brand image partially mediating this relationship. Furthermore, the results supported the serial mediation model where ePWOM influenced purchase intentions through trust beliefs and value co-creation in a sequential manner.