Social Media Influence on Word of Mouth Mediated by Brand Awareness Online Retails

Wisnalmawati Wisnalmawati, Marjam Desma Rahadhini, Muhammad Faizal Unnazir, Pinki Arindra Putra, Muhammad Lutfi Hendrato


This research aims to: 1.analyse social media that directly affects word of mouth, 2. Social media influence word of mouth mediated by brand awareness. The data analysis technique uses Structural Equational Model (SEM) with PLS 3.0. The results of this research prove 1. Social media has influenced on word of mouth, 2 Social media has influenced on word of mouth mediated by brand awareness. The novelty of this research is that brand awareness can increase word of mouth. The findings of this study may contribute to consumer behavior models, at online retails and Tripple duties.

Full Text:



, K. K. (2013).Marketing Management. In Marketing Management.

Chaffey, D. (2006). Additional student support at

Giovanis, A., & Athanasopoulou, P. (2018). Understanding lovemark brands dimensions and effect on brand

loyalty in high-technology products. Spanish Journal of Marketing - ESIC, 22(3), 273–295.

Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The

mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics,

(1), 129–144.

Jung, N. Y., & Seock, Y. K. (2016). The impact of corporate reputation on brand attitude and purchase

intention. Fashion and Textiles, 3(1).

Lau, G. T., & Ng, S. (2009). Individual and Situational Factors Influencing Negative Word-of-Mouth Behaviour. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de

l’Administration, 18(3), 163–178.

Moslehpour, M., Wong, W. K., Van Pham, K., & Aulia, C. K. (2017). Repurchase intention of Korean beauty products among Taiwanese consumers. Asia Pacific Journal of Marketing and Logistics, 29(3), 569–

Peter, J. P., & Olson, J. C. (1944). Consumer Behavior & Marketing Strategy Ninth Edition. 578. Serra-Cantallops, A., Ramon-Cardona, J., &

Salvi, F. (2018). The impact of positive emotional experiences

on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC, 22(2), 142–162.

Stojanovic, I., Andreu, L., & Curras-Perez, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics, 27(1), 83–100.

Wang, P. (2015). Exploring the influence of electronic word-of-mouth on tourists’ visit intention: A dual

process approach. Journal of Systems and Information Technology, 17(4), 381–395.

Yen, Y. S. (2010). Can perceived risks affect the relationship of switching costs and customer loyalty in e-

commerce? Internet Research, 20(2), 210–224.

Aaker, D.A. (1996), “Measuring brand equity across products and markets”, California Management Assael, H. (1998). Consumer Behavior and Marketing Action (4th edition). Boston: Kent Publishing. Schifman,

Leon G. & Kanuk, Leslie L. (2008). Consumer Behavior (eight editions). New Jersey: Prentice-Hall.


  • There are currently no refbacks.