July 12, 2025RESEARCH REVIEW International Journal of Multidisciplinary

Brand Awareness as a Moderator between Online Reviews and Consumer Purchase Intentions

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Consumer purchase intentions rise with higher brand awareness and positive online reviews, showing a clear link between credibility and intention.
The study gathered data from 404 participants across five districts in Haryana, focusing on e-commerce behaviors in that region.
Analysis involved correlation tests and hierarchical regression to assess the direct and moderating effects of reviews and brand awareness.
Findings suggest brand awareness and online reviews function separately in influencing consumer behavior, implying distinct marketing strategies needed.

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Implication

Survey highlights the relationship between brand awareness and online reviews on purchase intentions in e-commerce, suggesting independent influences.

Cite This Study

Nandini et al. (2025) studied this question.

synapsesocial.com/papers/68af297fcf1dd9ea359e37f0 https://doi.org/10.31305/rrijm.2025.v10.n7.026

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Implication

Survey highlights the relationship between brand awareness and online reviews on purchase intentions in e-commerce, suggesting independent influences.

Brand Awareness as a Moderator between Online Reviews and Consumer Purchase Intentions

Key Points

Discussion

Implication

Cite This Study

Brand Awareness as a Moderator between Online Reviews and Consumer Purchase Intentions

Key Points

Discussion

Implication

Cite This Study

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