Centres Of Excellence

To focus on new and emerging areas of research and education, Centres of Excellence have been established within the Institute. These ‘virtual' centres draw on resources from its stakeholders, and interact with them to enhance core competencies

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Faculty

Faculty members at IIMB generate knowledge through cutting-edge research in all functional areas of management that would benefit public and private sector companies, and government and society in general.

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IIMB Management Review

Journal of Indian Institute of Management Bangalore

IIM Bangalore offers Degree-Granting Programmes, a Diploma Programme, Certificate Programmes and Executive Education Programmes and specialised courses in areas such as entrepreneurship and public policy.

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About IIMB

The Indian Institute of Management Bangalore (IIMB) believes in building leaders through holistic, transformative and innovative education

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EXAMINING ePWOM-PURCHASE INTENTION LINK IN FACEBOOK BRAND FAN PAGES: TRUST BELIEFS, VALUE CO-CREATION AND BRAND IMAGE AS MEDIATORS

The study integrates the theory of reasoned action, value co-creation theory and attribution theory to investigate the relationship between electronic positive word-of-mouth (ePWOM) and consumers’ purchase intention in the presence of trust beliefs, value co-creation, and brand image as the mediators, in the context of brand fan pages of smartphones in the social networking site, Facebook. Data were collected from 497 customers present on brand fan pages through the survey method and subjected to analysis using structural equation modelling in AMOS and ordinary least square regression procedures in SPSS Process Macro. Both, direct as well as indirect, effects of ePWOM were noted on consumers’ purchase intentions. Trust beliefs, value co-creation, hedonic brand image, and functional brand image were found to partially mediate the relationship between ePWOM and purchase intentions. Further, results supported the serial mediation model where ePWOM influenced purchase intentions through trust beliefs and value co-creation in a sequential manner. The study contributes to the existing theory on social ePWOM by examining it from multiple theoretical perspectives in a diverse socio-cultural background while also providing insights to marketers on the potential of various customer-related factors in leveraging social media platforms.