@article{2019,title={ELEKTRONİK AĞIZDAN AĞIZA PAZARLAMANIN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİNDE MARKA İMAJININ ARACILIK ROLÜ},abstractNode={The aim of this study is to investigate the effect of electronic word to mouth marketing on purchasing intention and to analyze the mediating role of brand image in this impact. Research data were gathered via face-to-face questionnaire technique on 384 individuals residing in the Merkez county of Aydın city. Then, the mentioned data were tested with Cronbach Alpha method, Normality Test, Exploratory Factor Analysis, Confirmatory Factor Analysis, Structural Equation Modeling and the Sobel Test. Based on the results of study, brand image has a mediating role on the impact of electronic word to mouth marketing on purchasing intention. Also, it is determined that brand image and electronic word to mouth marketing has a meaningful impact on purchasing intention. Furthermore, electronic word to mouth marketing has a meaningful impact on brand image.},author={Ebru ONURLUBAŞ-- Remzi ALTUNIŞIK},year={2019},journal={The Journal of Academic Social Science}}