What type of study is this?

This is a Literature Review study (also classified as: Qualitative Methods).

September 10, 2025

Determining Purchase Decisions: Brand Image and Trust (Marketing Management Literature Review)

Key Points

Brand image and trust are significant factors impacting purchasing decisions.
Research indicates that green marketing notably influences purchasing decisions, promoting environmental consciousness.
Both electronic word of mouth and digital marketing play crucial roles in shaping consumer choices.
Qualitative methods reveal complex interactions between marketing variables affecting consumer behavior.

Abstract

The purpose of writing this Literature Review Paper is to determine the influence of Electronic Word Of Mouth and digital marketing variables on purchasing decisions. Using qualitative methods and Library Research. The research results show that green marketing influences purchasing decisions, digital marketing influences purchasing decisions, Electronic Word Of Mouth and digital marketing together influence purchasing decisions.

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