000			02385nam a22002657a 4500
003			KOHA
005			20250109085857.0
008			240927d2024 cy d|||| |||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 3471 _bA94 2024
100	1		_aAyeni, Sayo Joseph
245	1	4	_aTHE MODERATING ROLE OF ELECTRONIC WORD OF MOUTH (EWOM) ON THE RELATIONSHIP BETWEEN PURCHASE INTENTION AND BRAND AWARENESS. / _cSAYO JOSEPH AYENI ; SUPERVISOR, DR. MARJAN KAMYABI
264			_c2024
300			_a58 sheets ; _c30 cm _e+1 CD ROM
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Tourism and Hotel Management
520			_aThis 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.
650		0	_aTourism and Hotel Management _vDissertations, Academic
700	1		_aKamyabi, Marjan _esupervısor
942			_2ddc _cTS
999			_c292967 _d292967