The Influence of Electronic Word of Mouth on Brand Credibility and Purchase Intention: An Applied Study on Young Egyptian Internet Users
| المصدر: | المجلة العلمية للاقتصاد والتجارة |
|---|---|
| الناشر: | جامعة عين شمس - كلية التجارة |
| المؤلف الرئيسي: | El-Baz, Basma El-Sayed (Author) |
| مؤلفين آخرين: | El-Maniaway, Aisha Moustafa (Advisor) |
| المجلد/العدد: | ع1 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2017
|
| الشهر: | ابريل |
| الصفحات: | 163 - 174 |
| ISSN: |
2636-2562 |
| رقم MD: | 1065938 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
12
| المستخلص: |
This research aims at examining the influence electronic word of mouth holds on brand credibility and consumers’ purchase intentions. Data was collected using a self-administered structured questionnaire from a sample of 474 college students. Structural Equation Modeling (SEM) is utilized in this research to test the hypothesized relationships. The results show that electronic word of mouth does indeed influence brand credibility as well as consumers’ purchase intentions. At the end, recommendations and implications are discussed based on the study findings. |
|---|---|
| ISSN: |
2636-2562 |
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