Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Tourism and Hotel Management

This study used restaurants in North Cyprus to examine the moderating effect of electronic word of mouth (EWOM) on the link between brand awareness and purchase intention. Data gathered from respondents in many of the island's largest cities was used in the study. Using survey questionnaires with questions to gauge brand awareness, purchase intention, and electronic word-of-mouth (EWOM), over 400 data points were gathered using the convenience sample method. The constructs were valid and reliable, as evidenced by the AVE values of 0.67, 0.63, and 0.66 and the Cronbach alpha values of 0.75, 0.72, and 0.74, respectively. The descriptive statistics showed that many of the respondents are young people who are mostly students and they earn below twenty-one thousand Turkish Lira. According to the study, EWOM significantly increases both brand recognition and customer purchase intention, whereas brand awareness significantly increases customer purchase intention. Additionally, the study found that the association between brand awareness and purchase intention is moderated by EWOM in a statistically significant way. The results led to the conclusion that managers and restaurant owners could boost sales and boost revenue by combining successful EWOM tactics, like offering discounts for referrals, with brand awareness tactics like fewer delays and excellent customer service.