The Impact of Electronic Word of Mouth on Online Customer Brand Engagement: An Empirical Study of Women's Ready-to-Wear Brands in Egypt

نوع المستند : المقالة الأصلية

المؤلفون

1 Researcher at Arabic Academy for Science ,Technology ,and Maritime Transport

2 Prof. of Marketing,Faculty of Commerce,Mansoura University ,

3 Prof. of Marketing, Arabic Academy for Science ,Technology ,and Maritime Transport.

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.

الكلمات الرئيسية

الموضوعات الرئيسية

ملفات

شارك

إرسال الاستشهاد إلى

الإحصائيات