The Impact of Electronic Word of Mouth on Online Customer Brand Engagement: An Empirical Study of Women's Ready-to-Wear Brands in Egypt | ||||
المجلة العلمية للدراسات التجارية والبيئية | ||||
Article 59, Volume 14, Issue 4, October 2023, Page 2602-2634 PDF (768.47 K) | ||||
Document Type: المقالة الأصلية | ||||
DOI: 10.21608/jces.2023.337572 | ||||
![]() | ||||
Authors | ||||
Shahenda A. Ghnamm* 1; Talaat A. Abdel Hamid* 2; Ahmed Alsamadicy* 3 | ||||
1Researcher at Arabic Academy for Science ,Technology ,and Maritime Transport | ||||
2Prof. of Marketing,Faculty of Commerce,Mansoura University , | ||||
3Prof. of Marketing, Arabic Academy for Science ,Technology ,and Maritime Transport. | ||||
Abstract | ||||
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. | ||||
Keywords | ||||
Electronic Word of Mouth; Customer Brand Engagement; Emotional Attachment; Rational Attachment | ||||
Statistics Article View: 187 PDF Download: 162 |
||||