The impact of electronic word-of-mouth on purchase intention through brand image and brand trust in the fashion industry: evidence from a developing country

Purpose This study aims to examine the impact of electronic word of mouth (e-WOM) on purchase intention, focusing on the mediating roles of brand image and brand trust among Albanian consumers in the fashion industry. Design/methodology/approach A survey of 302 consumers who had purchased fashion products in Albania in the past year was conducted. Structural equation modeling using Amos v.26 was used to analyze the relationships between e-WOM, brand image, brand trust and purchase intention. Findings The results show that e-WOM has no significant direct effect on purchase intention. However, e-WOM has a significant influence on brand image and brand trust, which act as important mediators in the relationship between e-WOM and purchase intention. Research limitations/implications While this study enriches the understanding of e-WOM in a developing market context, the reliance on structured questionnaires may limit the depth of insights into consumer perceptions. Practically, the findings underscore the importance of leveraging e-WOM to strengthen brand image and trust, providing actionable insights for marketers seeking to optimize online platforms for engagement and sales in the fashion industry. Originality/value This study offers a new perspective on the mediating role of brand image and brand trust in the relationship between e-WOM and purchase intention. By focusing on these mediators, the study extends existing knowledge on how consumer perceptions and trust are influenced by digital word of mouth. The results of the study contribute to a deeper understanding of the indirect pathways through which e-WOM influences purchase decisions and provide actionable insights for brand managers and marketers in the dynamic context of the fashion industry.