The Effect of Online Supporter's Review Directions on Consumers' Brand Attitude and Purchase Intention: The Role of Brand Awareness

Abstract

Online supporters are the group of people selected by companies for the online promotion of their products or services and focus on generating messages that are conducive to stimulating hands-on experiences with companies' products and services to create advertising effects. This study examined how reviews offered by blogs operated by fashion brands' online supporters influence consumer's brand attitudes and purchase intentions. Specifically, this study examined how brand awareness and directions of review messages influences consumers' brand attitudes and purchase intentions. This study employed a 2 (brand awareness: high awareness vs. low awareness) <TEX>${\times}$</TEX> 3 (review direction: one-sided positive, two-sided positive & negative, one-sided negative) between-subject factorial design. In total, 180 respondents participated, thus garnering 30 responses for each of the six conditions. The results of two-way ANOVA revealed the significant main effect supporters' review message direction on consumers' brand attitudes and purchase intentions. Two-sided messages were rated high for brand attitude and purchase intention compared to one-sided positive or negative or positive directions. The interactions between brand reputation and message direction were significant for brand attitude, but not for purchase intention.