The Impact of Electronic Word of Mouth on Online Customer Brand Engagement: An Empirical Study of Women's Ready-to-Wear Brands in Egypt
| المصدر: | المجلة العلمية للدراسات التجارية والبيئية |
|---|---|
| الناشر: | جامعة قناة السويس - كلية التجارة بالاسماعيلية |
| المؤلف الرئيسي: | Ghnamm, Shahenda A. (Author) |
| مؤلفين آخرين: | Abdel Hamid, Talaat Asaad (Co-Author) , Alsamadicy, Ahmed (Co-Author) |
| المجلد/العدد: | مج14, ع4 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2023
|
| الشهر: | أكتوبر |
| الصفحات: | 1026 - 1058 |
| ISSN: |
2090-3782 |
| رقم MD: | 1504699 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Electronic Word of Mouth | Customer Brand Engagement | Emotional Attachment | Rational Attachment
|
| رابط المحتوى: |
عدد مرات التحميل
1
| المستخلص: |
In recent times, the interplay between electronic word of mouth (e-WOM) and customer brand engagement has garnered substantial attention in academic research. This study aims to explore the influence of various dimensions of e-WOM on customer brand engagement within the context of women's ready-to-wear brands in Egypt. The central inquiry of this study revolves around understanding the extent to which e-WOM affects online consumer engagement. To address this query and fulfill the study's objectives, a survey was administered to 385 respondents, resulting in 283 valid responses for analysis. The findings unveil a positive correlation between all e-WOM dimensions and the dimensions of customer brand engagement. Moreover, the study underscores the significant impact of e- WOM dimensions on overall customer brand engagement. |
|---|---|
| ISSN: |
2090-3782 |
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