The impact of electronic word of mouth on brand image and buying decision: An empirical study in Vietnam tourism

2017 IJRSM – Volume 6 Issue 1


Luong, Duy Binh*
Department of Business Administration, Saigon University, Vietnam (

Vo, Thi Huong Giang
Department of Business Administration and Tourism, Ho Chi Minh City University of Food Industry, Vietnam (

Le, Khoa Huan
Acting Director of International Training Center, Saigon University, Vietnam (


The purpose of this study is to examine the relationships among electronic Word of mouth (eWOM), brand image, buying intention and buying decision in tourism industry. The questionnaire was distributed to 524 respondents who had experience with social media online. A structural equation modeling is applied to test the relationships among the research variables. The findings show that eWOM has a positive influence on brand image and buying intention. In addition, the results also find the significant relationship between buying intention and buying decision. For managerial implications, this study suggests that managers should keep track of online consumer reviews and give timely solutions.

Keywords: electronic word of mouth; brand image; buying behavior; tourism; Vietnam



*Corresponding Author