Electronic Word of Mouth, Brand Image, and the Intention to Purchase Halal Cosmetics on Instagram: Evidence from University Students in Karachi, Pakistan

Abstract

This paper aims at analysing the effects of electronic word-of-mouth and brand image on intention to purchase halal cosmetics products which are sold through Instagram. Moreover, this study further explores whether electronic word-of-mouth has any effect on the brand image, thus making brand image a pertinent explanatory variable besides electronic word-of-mouth. This is a quantitative and cross-sectional study. Data was collected from 121 participants who are residents of Karachi city and actively use Instagram, through a purposive sample selection technique. For the purpose of gathering data, a structured questionnaire based on Likert scale was administered and later subjected to various statistical tests including factor analysis, reliability test, classical assumptions, and multiple linear regression analysis through IBM SPSS Statistics Version 29. Mediation effect was tested by adopting bootstrap method through 5,000 re-samples and 95 percent bias-corrected confidence intervals through IBM SPSS AMOS Version 29. It can be seen from the results that both eWOM and brand image have a significant combined impact on the purchase intention towards halal cosmetics. Furthermore, the constructs individually also have a significant impact, and it is evident that eWOM affects brand image. From the bootstrapping analysis, it is evident that brand image partially mediates the relationship between eWOM and purchase intention, as there is significance for both indirect and direct effects. This study’s findings align with previous studies done on eWOM and brand image within other countries. The current study adds value by applying an existing model for eWOM and brand image in relation to halal cosmetics being bought from Instagram in Pakistan’s metro city. The current study contributes to the literature on halal consumption in South Asia.